<html><body><font face="Tahoma" size="2"><font face="Tahoma">Hi Mostari, </font><div style="font-family: Tahoma;"><br></div><div style="font-family: Tahoma;">Sorry for my late response to this string. Along with Jeff and Francis, I really like Kress and van Leeuwen's work. I teach a content-based EAP course in which critical media literacy is a key theme and several assignments are related to semiotic analyses of advertising, including a look at spoof ads or "subvertising" and the area of culture jamming. One of the key course readings is a chapter by John Corbett called <i><span lang="EN-GB">Developing Visual Literacy</span></i><span lang="EN-GB"> (Ch. 7) in<i>
An Intercultural Approach to English Language Teaching </i>(Multilingual Matters 2003).<i> </i>Corbett’s
chapter is a summary of Kress & van Leeuwen’s (2006) book <i>Reading Images: The Grammar of Visual D</i>esign.<i> </i>It's</span> accessible for EAP students and has an excellent set of question prompts that students and teachers can draw on for visual literacies based on Kress and van Leeuwen's work. Many of the visual examples and analyses in Corbett are based on ads, including political ads from a Sao Paulo election. I would also recommend Paul Rutherford's <i>Endless Propaganda: The Advertising of Public Goods</i> (University of Toronto Press, 2000) and Marcel Danesi's <i>Encyclopedic Dictionary of Semiotics, Media and Communications </i><span style="text-indent: 0.5in;">(University of Toronto Press, 2000). </span></div><div style="font-family: Tahoma;"><span style="text-indent: 0.5in;"><br></span></div><div style="font-family: Tahoma;"><span style="text-indent: 0.5in;">Cheers,</span></div><div style="font-family: Tahoma;"><span style="text-indent: 0.5in;"><br></span></div><div style="font-family: Tahoma;"><span style="text-indent: 0.5in;">Brian Morgan</span></div><div style="font-family: Tahoma;"><span style="text-indent: 0.5in;">Glendon College, York University</span></div><div style="font-family: Tahoma;"><span style="text-indent: 0.5in;">Toronto, ON, Canada</span></div>
<!--EndFragment--><div style="font-family: Tahoma;"><br></div><div style="font-family: Tahoma;"><br></div><div style="font-family: Tahoma;"><!--EndFragment--><blockquote style="border-left: solid 2px #000000; margin-left: 5px; padding-left: 5px">---- Original Message ----<br><b>From</b>: mostari hind <hmostari@yahoo.com><br><b>To</b>: "Jeffrey Kallen" <JKALLEN@tcd.ie>, "Language Policy List" <lgpolicy-list@groups.sas.upenn.edu><br><b>Sent</b>: Sun, Feb 1, 2015, 10:19 AM<br><b>Subject</b>: Re: [lg policy] a semiotic analysis<br><br><div style="color:#000; background-color:#fff; font-family:times new roman, new york, times, serif;font-size:16px"><div dir="ltr" id="yui_3_16_0_1_1422787396718_42840"><span>Hi jeffery, </span></div><div dir="ltr" id="yui_3_16_0_1_1422787396718_42839">Many thanks indeed, can you please tell me if my PHD student can get these references ( you mentioned in addition to those mentioned by Hult) online ( PDF form ) or she has to order them because such references do not exist in the Algerian university libraries .</div><div dir="ltr" id="yui_3_16_0_1_1422787396718_42841"><br></div><div dir="ltr" id="yui_3_16_0_1_1422787396718_42843">Best</div><div dir="ltr" id="yui_3_16_0_1_1422787396718_42844">Mostari </div> <div class="qtdSeparateBR"><br><br></div><div class="yahoo_quoted" style="display: block;"> <div style="font-family: times new roman, new york, times, serif; font-size: 16px;"> <div style="font-family: HelveticaNeue, Helvetica Neue, Helvetica, Arial, Lucida Grande, sans-serif; font-size: 16px;"> <div dir="ltr"> <font size="2" face="Arial"> On Sunday, February 1, 2015 2:09 PM, Jeffrey Kallen <JKALLEN@tcd.ie> wrote:<br> </font> </div> <br><br> <div class="y_msg_container">Dear Mostari,<br clear="none"><br clear="none">In addition to works by Kress and van Leeuwen, Scollon and Scollon, and others which fit into Linguistic Landscape research (including Francis's own excellent work), there's a very useful volume by Keiko Tanaka called *Advertising Language: A Pragmatic Approach to Advertisements in Britain and Japan* (London: Routledge, 1994) which you might want to consider. Though based in Relevance Theory, you don't have to be working in Relevance Theory to get a lot from it. It has some very acute observations on semiotic aspects of advertising, particularly relating it to cultural values and the semiotics of expression. Then there's Guy Cook's *The Discourse of Advertising* (London: Routledge -- 2nd ed. 2001), which also bridges connections between linguistics and discourse analysis and semiotic approaches. There are of course other approaches, but these are two sources I can vouch for.<br clear="none"><br clear="none">Best wishes,<br clear="none"><br clear="none"><br clear="none">Jeff<br clear="none"><br clear="none"><br clear="none">Jeffrey L. Kallen<br clear="none">Associate Professor of Linguistics and Phonetics<br clear="none">Centre for Language and Communication Studies<br clear="none">Trinity College Dublin<br clear="none">Dublin 2<br clear="none">Ireland<br clear="none">________________________________________<div class="yqt3094439882" id="yqtfd75225"><br clear="none">From: <a onclick="return checkLinkHref(this.href);" target="_blank" shape="rect" ymailto="mailto:lgpolicy-list-bounces@groups.sas.upenn.edu" href="mailto:lgpolicy-list-bounces@groups.sas.upenn.edu">lgpolicy-list-bounces@groups.sas.upenn.edu</a> [<a onclick="return checkLinkHref(this.href);" target="_blank" shape="rect" ymailto="mailto:lgpolicy-list-bounces@groups.sas.upenn.edu" href="mailto:lgpolicy-list-bounces@groups.sas.upenn.edu">lgpolicy-list-bounces@groups.sas.upenn.edu</a>] On Behalf Of Francis Hult [<a onclick="return checkLinkHref(this.href);" target="_blank" shape="rect" ymailto="mailto:francis.hult@englund.lu.se" href="mailto:francis.hult@englund.lu.se">francis.hult@englund.lu.se</a>]<br clear="none">Sent: 01 February 2015 10:41<br clear="none">To: mostari hind; Language Policy List<br clear="none">Subject: RE: [lg policy] a semiotic analysis<br clear="none"><br clear="none">Hi Mostari,<br clear="none"><br clear="none"><br clear="none"><br clear="none">There are several approaches. She might have a look at Kress and van Leeuwen's (1996) key work 'Reading Images: The Grammar of Visual Design', which has been widely applied and expanded in various ways. For instance, I have drawn upon Scollon & Scollon's work on geosemiotics (see, for example, their 2003 book 'Discourses in Place: Language in the Materials World'), which builds on Kress and van Leeuwen, among others. I recently used geosemiotics in a study of advertising in a bilingual city in this paper:<br clear="none"><br clear="none">Hult, F.M. (2014). Drive-thru linguistic landscaping: Constructing a linguistically dominant place in a bilingual space. International Journal of Bilingualism, 18, 507-523.<br clear="none"><br clear="none"><br clear="none"><br clear="none">There are many studies using various semiotic approaches to advertising so she should be able to find examples that relate to the orientation she wants to take.<br clear="none"><br clear="none"><br clear="none"><br clear="none">Best,<br clear="none"><br clear="none">Francis<br clear="none"><br clear="none"><br clear="none"><br clear="none">________________________________<br clear="none">From: lgpolicy-list-bounces+francis.hult=<a onclick="return checkLinkHref(this.href);" target="_blank" shape="rect" ymailto="mailto:englund.lu.se@groups.sas.upenn.edu" href="mailto:englund.lu.se@groups.sas.upenn.edu">englund.lu.se@groups.sas.upenn.edu</a> [lgpolicy-list-bounces+francis.hult=<a onclick="return checkLinkHref(this.href);" target="_blank" shape="rect" ymailto="mailto:englund.lu.se@groups.sas.upenn.edu" href="mailto:englund.lu.se@groups.sas.upenn.edu">englund.lu.se@groups.sas.upenn.edu</a>] on behalf of mostari hind [<a onclick="return checkLinkHref(this.href);" target="_blank" shape="rect" ymailto="mailto:hmostari@yahoo.com" href="mailto:hmostari@yahoo.com">hmostari@yahoo.com</a>]<br clear="none">Sent: Saturday, January 31, 2015 22:41<br clear="none">To: Language Policy List<br clear="none">Subject: [lg policy] a semiotic analysis<br clear="none"><br clear="none">Hi all ,<br clear="none">I am supervising a PHD student working on semiotic analysis of advertisment , is there any approach to follow up in her analysis , I am a linguist but not a specialist in semiotics.<br clear="none">I guess it should be an approach to follow up . She is saying there are no approaches , I disagree !<br clear="none"><br clear="none">Many thanks<br clear="none">Dr Mostari<br clear="none"></div><br><br></div> </div> </div> </div> </div></blockquote></div></font></body></html>