Acceso usuarios
María Teresa Gordillo Rodríguez
Este volumen se configura como un manual de herramientas para el análisis semiótico del mensaje publicitario. En concreto, ofrece las claves para analizar un mensaje publicitario centrado esencialmente en su significado. Una de las principales aportaciones de la obra es que trata de orientar al lector sobre cómo llegar a los significados profundos de los anuncios a través de elementos observables en el mismo. En efecto, el libro consigue con éxito ordenar y sistematizar distintas aproximaciones a la Semiótica de la Publicidad.
Applied to advertising, Semiotics generates interest and respect in equal parts, a situation that this volume aims to solve by bringing this science closer to students, researchers and professors, as well as professionals. Analysis of Advertising Messages represents a toolkit related to a wide array of semiotic methods which are useful to analyze advertising messages. In particular, it offers the keys to analyze an advertising message considering essentially its meaning, beyond the mere identification of its cultural or ideological implications. One of the main contributions of this book is that it clearly guides the reader on how to reach these deep meanings on the grounds of observable elements in any spot or graphic advertisement. In addition to successfully ordering and systematizing different approaches to the Semiotics of Advertising, the work is of great value because the analytical models presented are very useful for the strategic and creative development of the profession.
