Semiological Analysis of Advertising

This book analyses advertising displayed on billboards and in commercial establishments. It presents the difference between advertising and propaganda, the objectives and the contribution of advertising to society. Based on Roland Barthes' (1988) model of discursive analysis, it was possible to explore the interior of the messages, their quality and particularity, as well as aspects linked to the culture of the recipients. Thus, based on semiology, we sought to analyse the advertising image, because it is what draws attention in the field of communication and, fundamentally, to support the performance of professionals through science. This work concludes that signs in general, whether formal or not, provide image semiology with an exceptionally fruitful and instructive field and object of study, both from a diachronic and synchronic perspective, and bring together different audiences in the same common space, leading to the creation of hypotheses of meaning, due to the fact that the statements are often not explicit. From a pragmatic point of view, places, products and services are advertised more often, both in urban centres and on the outskirts. Advertising is dynamic and ephemeral.

Autorentext

Eduardo Inzezela Peres, Mozambik, urodzony 3 lipca 1971 r. w Quelimane, syn Manuela Peresa i Hilárii Inzezeli. Posiada tytü magistra dziennikarstwa i edytorstwa oraz tytü nauczyciela j zyka portugalskiego na Uniwersytecie Pedagogicznym; uczy technik komunikacji i produkcji reklam; jest korektorem j zykowym i producentem programów.