Essay deals with the problem of applying semiotics in the analysis of commercials. The discussion is initiated by a concrete segment of such practice-thesis prepared under the mentorship of Daniel Chandler, a known author in the field of semiotic and the head of the Semiotics of commercials, a seminar found on the post graduate level of a welsh university. After demonstrating the methodological steps and fundamental ideas present in these papers, the validity of such an enterprise, in view of the specifics of commercials as part of a semiotic analysis, will be examined. Special attention is conferred to the problem of ideological and critical aspect that is ascertained in such an analysis, as a tension in between structurally, namely socially, orientated semiotic.
Ključne reči:
semilogija / semiotics / semiotical analisys of commercials
TY - JOUR
AU - Vasiljević, Jelena
PY - 2007
UR - http://rifdt.instifdt.bg.ac.rs/123456789/1229
AB - Essay deals with the problem of applying semiotics in the analysis of commercials. The discussion is initiated by a concrete segment of such practice-thesis prepared under the mentorship of Daniel Chandler, a known author in the field of semiotic and the head of the Semiotics of commercials, a seminar found on the post graduate level of a welsh university. After demonstrating the methodological steps and fundamental ideas present in these papers, the validity of such an enterprise, in view of the specifics of commercials as part of a semiotic analysis, will be examined. Special attention is conferred to the problem of ideological and critical aspect that is ascertained in such an analysis, as a tension in between structurally, namely socially, orientated semiotic.
T2 - Etno-antropološki problemi
T1 - Semiološka analiza reklame : metodološka razmatranja
T1 - Semiotic analysis of commercials – A methodological discussion
SP - 41
EP - 54
UR - https://hdl.handle.net/21.15107/rcub_rifdt_1229
ER -
@article{
author = "Vasiljević, Jelena",
year = "2007",
abstract = "Essay deals with the problem of applying semiotics in the analysis of commercials. The discussion is initiated by a concrete segment of such practice-thesis prepared under the mentorship of Daniel Chandler, a known author in the field of semiotic and the head of the Semiotics of commercials, a seminar found on the post graduate level of a welsh university. After demonstrating the methodological steps and fundamental ideas present in these papers, the validity of such an enterprise, in view of the specifics of commercials as part of a semiotic analysis, will be examined. Special attention is conferred to the problem of ideological and critical aspect that is ascertained in such an analysis, as a tension in between structurally, namely socially, orientated semiotic.",
journal = "Etno-antropološki problemi",
title = "Semiološka analiza reklame : metodološka razmatranja, Semiotic analysis of commercials – A methodological discussion",
pages = "41-54",
url = "https://hdl.handle.net/21.15107/rcub_rifdt_1229"
}
