Advertising Analysis , Word Limit: 1000 words
Using a specific example as a case-study, outline, illustrate and critically evaluate how one or more elements of semiotics (e.g. Key signs and signifiers; paradigmatic and syntagmatic structures;
rhetorical devices; intertexuality; modality; social codes etc.) function in advertising campaigns.
� Include images of the advertising campaign chosen (WITHIN THE ASSIGNMENT).
� Use at least 10 Academic references to substantiate/inform your work.
� Adhere to the usual conventions in terms of formatting and referencing outlined (I.E. 1.5/ double-spaced; Harvard style referencing etc.)
Contemporary texts: Poststructuralist and Postmodern approaches to advertising and consumption � Case Study Abercrombie and Fitch/ Hollister
Key reading:
� Engel, S.M. (2004) �Marketing Everyday Life: The Postmodern Commodity Aesthetic of Abercrombie & Fitch� Advertising & Society Review � Vol. 5, Issue 3
� Goldman, R & Papson, S. (1994) �Advertising in the age of Hypersignification�, Theory, Culture & Society 11: 23-53.
� Linda M. Scott (1992) ,”Playing With Pictures: Postmodernism, Poststructuralism, and Advertising Visuals”, in Advances in Consumer Research Volume 19,available at
https://www.acrwebsite.org/search/view-conference-proceedings.aspx?Id=7362
Semiotic Approaches and Analysis.
Key reading:
� Dyer, G. (1982) Advertising as Communication. London: Methuen. Esp. chapters 5 & 6. (available as ebook)
� Chandler, D. (2007) Semiotics: The Basics. Oxford: Routledge. (ebook available)
� Brioschi, A., (2006) �Selling Dreams: The Role of Advertising in Shaping Luxury Brand Meaning� in J.E. Schroeder & M. Salzer-M�rling (eds) Brand Culture. Abingdon: Routledge. (available as ebook)
� Chandler, D. (2007) Semiotics: The Basics. Oxford: Routledge. (ebook available)
� Dyer, G. (1982) Advertising as Communication. London: Methuen. Esp. chapters 5 & 6. (available as ebook)
� Jhally, S. (2000) �Advertising as Religion: The Dialectic of Technology and Magic�, Advertising & Society Review Vol. 1 (1).
� Williams, R., (2000) �Advertising: the Magic System�, Advertising & Society Review Vol. 1 (1).
� Williamson, J., (1983) Decoding Advertisements: Ideology and Meaning in Advertising. London: Boyars.
