Persuasive Signs : The Semiotics of Advertising Book

	Preface
Ch. I	Advertising as social discourse	1
	A schematic history of advertising	4
	The semiotic approach to advertising	19
	The role of semiotics in the advertising debate	30
	Elements of semiotic analysis	36
Ch. II	Creating recognizability for the product	49
	Creating a signification system	50
	Creating textuality	62
	Using multiple media	77
	Ad campaigns	81
Ch. III	Creating textuality	95
	Textuality	97
	Connotation	102
	Verbal techniques	112
	Nonverbal techniques	123
Ch. IV	Advertising and culture	131
	Market testing the product's signification system	132
	Advertising culture	145
	The semiotic purview	153
App	Exercises for classroom or personal study use	161
	Glossary of technical terms	167
	Works cited and general bibliography	175
	Index	191