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Contemporary Communication: Making Sense of Text, Image and Meaning
Journalism & Communication
Pages 8 (2008 words)
Topic:Contemporary Communication: Making Sense of Text, Image and Meaning [Name of the Writer] [Name of the Institution] Table of Contents 1. Introduction 2 2. Discussion 3 2.1 identification 3 2.2 Sequelae 4 2.3 Semiotic comparisons of two advertisements………………..………………………..5 3.
Publicity about something or the other is abounding everywhere. It could be the latest supermarket deal or a televised advert. Advertisement is so commonplace in the world. Yet people are unaware of the effect that advertisements have on an individual. It is the apparent ability of an advertisement to create a pseudo need or want in the viewer (Chalkley, pp. 65, 2012). It is the pervasive powers of an advertisement that can make an individual accept or purchase something that he or she may have not previously needed. The most basic aim of an advertisement, print or media, is to provide alluring information about any product, commodity or service to the individual masses and this in turn causes the free market economy to sustain itself. According to semiotic theory, the most important aim of an advertisement is to assume a form that is indirectly disconnected from the product knowledge aspect and directly concerned with the selling aspect. An advertisement aims to coax people into developing an interest and longing for a product, service or experience (Bell, pp. 29, 1997). Therefore it is a sort of hedonistic approach. It tries to mimic the primal function that was traditionally taken care of by art, religion or science. ...
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