[lg policy] a semiotic analysis

[Jeffrey Kallen]

Dear Mostari,

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.

Best wishes,


Jeff


Jeffrey L. Kallen
Associate Professor of Linguistics and Phonetics
Centre for Language and Communication Studies
Trinity College Dublin
Dublin 2
Ireland
________________________________________
From: lgpolicy-list-bounces at groups.sas.upenn.edu [lgpolicy-list-bounces at groups.sas.upenn.edu] On Behalf Of Francis Hult [francis.hult at englund.lu.se]
Sent: 01 February 2015 10:41
To: mostari hind; Language Policy List
Subject: RE: [lg policy] a semiotic analysis

Hi Mostari,



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:

Hult, F.M. (2014). Drive-thru linguistic landscaping: Constructing a linguistically dominant place in a bilingual space.  International Journal of Bilingualism, 18, 507-523.



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.



Best,

Francis



________________________________
From: lgpolicy-list-bounces+francis.hult=englund.lu.se at groups.sas.upenn.edu [lgpolicy-list-bounces+francis.hult=englund.lu.se at groups.sas.upenn.edu] on behalf of mostari hind [hmostari at yahoo.com]
Sent: Saturday, January 31, 2015 22:41
To: Language Policy List
Subject: [lg policy] a semiotic analysis

Hi all ,
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.
I guess it should be an approach to follow up . She is saying there are no approaches ,  I disagree !

Many thanks
Dr Mostari


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