Semiološka analiza reklame: metodološka razmatranja
Semiotic analysis of commercials – A methodological discussion
Author(s): Jelena VasiljevićSubject(s): Semiotics / Semiology, Media studies, Marketing / Advertising
Published by: Филозофски факултет, Универзитет у Београду
Keywords: semiotics; semiotical analisys of commercials;
Summary/Abstract: Essay deals with the problem of applying semiotics in the analysis of commercials. The discussion is initiated by a concrete segment of such practice-thesis prepared under the mentorship of Daniel Chandler, a known author in the field of semiotic and the head of the Semiotics of commercials, a seminar found on the post graduate level of a welsh university. After demonstrating the methodological steps and fundamental ideas present in these papers, the validity of such an enterprise, in view of the specifics of commercials as part of a semiotic analysis, will be examined. Special attention is conferred to the problem of ideological and critical aspect that is ascertained in such an analysis, as a tension in between structurally, namely socially, orientated semiotic.
Journal: Етноантрополошки проблеми
- Issue Year: 2/2007
- Issue No: 1
- Page Range: 41-54
- Page Count: 13
- Language: Serbian