Dissertation Abstract
Semiotics and Advertising
by
Jiang-Ping Fan
Degree: Ph.D.
Year: 2003
Pages: 00221
Institution:
Advisor: Chair Lee Brasseur
Source: DAI, 64, no. 12A (2003): p. 4458
This dissertation discusses semiotic theories from
three major aspects: the relation of signs (triadic relations proposed by
Charles Sanders Peirce, dyadic relations proposed Ferdinand Saussure), the
categories of signs (Peirce) and the dimensions of signs (semantics, syntacis,
and pragmatics) proposed by Charles Morris. These theories lay a foundation for
us to understand how signs, which include both visual and verbal signs,
function in our communication.
Since
advertising is a visual intensive genre, the writer of this dissertation used
ads from different sources (most of them from State Farm Insurance Companies)
to illustrate that we can use the semiotic approach to analyze the use of
signs, thus, to interpret their meanings in analytical and design terms. Using
the semiotic tool, the writer analyzed over 40 State Farm ads from semantic,
syntactic, and pragmatic perspectives to reveal how visual and verbal signs
used in State Farm advertising over seventy years reflect the history and
business development of the company and the cultural and ideological changes of
society as a whole.
Based
on semiotic analysis of ads, the author argues that students of technical
communication could benefit from a semiotic approach to documents because
semiotics is a prime tool to lead them to a more sophisticated understanding
that results in an effective use and interpretation of visuals. In addition,
semiotics helps students explore the meanings of visuals and
enriches their knowledge about the use of visuals, while at the same
time, bettering their critical thinking skills.
SUBJECT(S)
Descriptor: LITERATURE, MODERN
BUSINESS
ADMINISTRATION, MARKETING
Accession
No: AAI3115178
Provider: OCLC
Database: Dissertations