Capitalist Realism in Africa: Realities and Myths in Advertising

Semiotics and Advertising: A Conceptual Discourse

Author(s): Emmanuel C. Alozie

Pp: 25-33 (9)

DOI: 10.2174/9781608059768115010012

* (Excluding Mailing and Handling)


Chapter IV offers a detailed description of semiotics and discourse analyses. It explores their roles as theoretical and methodological anchors.

Keywords: Theory, interpellation, interpretant, representament, syntagm, denotative, connotative, deconstruction.

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