[lg policy] a semiotic analysis

bmorgan at yorku.ca bmorgan at yorku.ca
Tue Feb 17 15:15:33 UTC 2015

Hi Mostari, 
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 Developing
Visual Literacy (Ch. 7) in An Intercultural Approach to English Language
Teaching (Multilingual Matters 2003).  Corbett’s chapter is a summary of
Kress & van Leeuwen’s (2006) book Reading Images: The Grammar of Visual
Design. It's 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 Endless
Propaganda: The Advertising of Public Goods (University of Toronto Press,
2000) and Marcel Danesi's Encyclopedic Dictionary of Semiotics, Media and
Communications (University of Toronto Press, 2000). 
Brian MorganGlendon College, York UniversityToronto, ON, Canada 

---- Original Message ----
From: mostari hind 
To: "Jeffrey Kallen" , "Language Policy List" 
Sent: Sun, Feb 1, 2015, 10:19 AM
Subject: Re: [lg policy] a semiotic analysis

Hi jeffery, 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 .

     On Sunday, February 1, 2015 2:09 PM, Jeffrey Kallen  wrote:
 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,
Jeffrey L. Kallen
Associate Professor of Linguistics and Phonetics
Centre for Language and Communication Studies
Trinity College Dublin
Dublin 2
From: lgpolicy-list-bounces at groups.sas.upenn.edu
(mailto:lgpolicy-list-bounces at groups.sas.upenn.edu)
[lgpolicy-list-bounces at groups.sas.upenn.edu
(mailto:lgpolicy-list-bounces at groups.sas.upenn.edu)] On Behalf Of Francis
Hult [francis.hult at englund.lu.se (mailto: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

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.

From: lgpolicy-list-bounces+francis.hult=englund.lu.se at groups.sas.upenn.edu
(mailto:englund.lu.se at groups.sas.upenn.edu)
[lgpolicy-list-bounces+francis.hult=englund.lu.se at groups.sas.upenn.edu
(mailto:englund.lu.se at groups.sas.upenn.edu)] on behalf of mostari hind
[hmostari at yahoo.com (mailto: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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