文章基本信息

标题：Semiotic analysis of commercials – A methodological discussion
本地全文：下载
作者：Jelena Vasiljević
期刊名称：Etnoantropoloski Problemi
印刷版ISSN：0353-1589
出版年度：2007
卷号：1
页码：41-54
出版社：University of Belgrade
摘要：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
关键词：semiotics; semiotical analisys of commercials