NPF 570 Lecture 2: Advertising & Consumer Culture
18 Jan 2019
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Document Summary
What is semiotic theory: the theory of the production/interpretation of meaning. Ineffable richness: suggests the limits of meaning, we may not be able to read the codes, each sign corresponds to a body of attitudes, tourism, housekeeping, knowledge of art. Barthes on advertising: if the image contains signs, we can be sure that in advertising these signs are full, formed with a view to the optimum reading: the advertising image is frank, or at least emphatic. Panzani sauce ad: denotation linguistic meaning- listing of what they are, literal translation, connotative linguistic meaning - not italian but there is a essence of it being. Italian: symbolic image meaning- red, green, white colour = italian flag, denoted image- tomato represent tomato, mushroom represents mushroom. Dr. oetker ad: denotative linguistic meaning- italian text, italainicity . Image- many hands = family/friends, italian coloured toppings.
