A semiotic approach to determining the sins and virtues portrayed in advertising

Frederick W. Langrehr, Clarke L. Caywood

Research output: Contribution to journalArticlepeer-review

8 Scopus citations

Abstract

The meaning of an ad, according to semiotic or sign analysis, is based upon the interpretation of the person seeing or hearing thead. Analysts selected for theirpre- determined point of vim narrated in depth interpretations of 12 randomly selected ads. The analysts told the researchers their interpretation of the sins and/or virtues content of the ads. The three analysts provided widely ranging comments and thoughts on the ads. Interestingly, the personfrom an advertising agency was much less likely to see values portrayed in the ads. This difference based on the explorato y research suggests agency personnel may not be able to rely on their own interpretations or other audiences’ perceptions of advertising.

Original languageEnglish (US)
Pages (from-to)33-47
Number of pages15
JournalJournal of Current Issues and Research in Advertising
Volume17
Issue number1
DOIs
StatePublished - Jan 1 1995

ASJC Scopus subject areas

  • Marketing

Fingerprint

Dive into the research topics of 'A semiotic approach to determining the sins and virtues portrayed in advertising'. Together they form a unique fingerprint.

Cite this