The present study is meant to investigate how semiotics, the discipline which considers itself above all those concerned in social communication, gets in touch with advertising. Specific ways of communication in both semiotics and advertising have been scientifically approached, in order to overemphasize the existing similitude between the two of them. The theoretical principles taken as starting points were those belonging to Saussure, Ogilvy and Jacob Mey.
Key words:
sign, shifters, advertisement, headline, body-text, slogan, logo
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