Abstract

https://ssrn.com/abstract=2420820
 


 



A Comparative Analysis of Print Advertising Applying the Two Main Plastic Semiotics Schools: Barthes’ and Greimas’


Luca Cian


University of Virginia - Darden School of Business

May 1, 2012

Semiotica, Volume 2012, Issue 190, Pages 57–79, ISSN (Online) 1613-3692, ISSN (Print) 0037-1998, DOI: 10.1515/sem-2012-0039

Abstract:     
The aim of this paper is to analyze a specific printed advertisement from two different semiotic points of view. First, we apply the interpretative instruments provided by the Barthes’ school of thinking (focused on the description of explicit signs taken in isolation). We then attempt to explore the same print employing the prospective of Greimas’ structural semiotics (where a sign has meaning only when it is interpreted as part of a system).

Number of Pages in PDF File: 24

Keywords: Greimas; Barthes; planar semiotic; semi-symbolic semiotic; advertising; work of art

JEL Classification: M37


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Date posted: April 7, 2014 ; Last revised: January 7, 2016

Suggested Citation

Cian, Luca, A Comparative Analysis of Print Advertising Applying the Two Main Plastic Semiotics Schools: Barthes’ and Greimas’ (May 1, 2012). Semiotica, Volume 2012, Issue 190, Pages 57–79, ISSN (Online) 1613-3692, ISSN (Print) 0037-1998, DOI: 10.1515/sem-2012-0039. Available at SSRN: https://ssrn.com/abstract=2420820

Contact Information

Luca Cian (Contact Author)
University of Virginia - Darden School of Business ( email )
P.O. Box 6550
Charlottesville, VA 22906-6550
United States

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