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).
About the author
Luca Cian (b. 1981) is a visiting scholar at the University of Michigan 〈luca_cian@yahoo.it〉. His research interests include social psychology, semiotics, and sensory marketing. His 2011 PhD dissertation was recognized as the best PhD thesis in its field by AIP — Italian Association of Psychology. Finally, he won an international advertising competition (”Spot School Award 2004”).
©[2012] by Walter de Gruyter Berlin Boston
