Advertising Analysis , Word Limit: 1000 words
Using a specific example as a case-study, outline, illustrate and critically evaluate how one or

more elements of semiotics (e.g. Key signs and signifiers; paradigmatic and syntagmatic structures;

rhetorical devices; intertexuality; modality; social codes etc.) function in advertising campaigns.
? Include images of the advertising campaign chosen (WITHIN THE ASSIGNMENT).
? Use at least 10 Academic references to substantiate/inform your work.
? Adhere to the usual conventions in terms of formatting and referencing outlined (I.E. 1.5/

double-spaced; Harvard style referencing etc.)

please use 10 references from the following and you can use other sources as well.

Contemporary texts: Poststructuralist and Postmodern approaches to advertising and consumption ?

Case Study Abercrombie and Fitch/ Hollister

Key reading:
? Engel, S.M. (2004) ?Marketing Everyday Life: The Postmodern Commodity Aesthetic of Abercrombie &

Fitch? Advertising & Society Review ? Vol. 5, Issue 3
? Goldman, R & Papson, S. (1994) ?Advertising in the age of Hypersignification?, Theory, Culture &

Society 11: 23-53.
? Linda M. Scott (1992) ,”Playing With Pictures: Postmodernism, Poststructuralism, and Advertising

Visuals”, in Advances in Consumer Research Volume 19,available at

https://www.acrwebsite.org/search/view-conference-proceedings.aspx?Id=7362

Semiotic Approaches and Analysis.

Key reading:
? Dyer, G. (1982) Advertising as Communication. London: Methuen. Esp. chapters 5 & 6. (available as

ebook)
? Chandler, D. (2007) Semiotics: The Basics. Oxford: Routledge. (ebook available)
? Brioschi, A., (2006) ?Selling Dreams: The Role of Advertising in Shaping Luxury Brand Meaning? in

J.E. Schroeder & M. Salzer-M?rling (eds) Brand Culture. Abingdon: Routledge. (available as ebook)
? Chandler, D. (2007) Semiotics: The Basics. Oxford: Routledge. (ebook available)
? Dyer, G. (1982) Advertising as Communication. London: Methuen. Esp. chapters 5 & 6. (available as

ebook)
? Jhally, S. (2000) ?Advertising as Religion: The Dialectic of Technology and Magic?, Advertising &

Society Review Vol. 1 (1).
? Williams, R., (2000) ?Advertising: the Magic System?, Advertising & Society Review Vol. 1 (1).
? Williamson, J., (1983) Decoding Advertisements: Ideology and Meaning in Advertising. London:

Boyars.