Microanalysis of an Advertisement Through Semiotic Interpretation: A Study Presenting an Ad Heptameter Schema and its Resourcefulness to Practitioners
The purpose of this article is to understand how a semiotic analysis can spell out implications for practitioners in the advertising industry. The article presents a microanalysis of a television commercial, frame by frame, based on constructs identified from literature proposing a schema called the ‘Ad Heptameter.' This schema through its seven units - signs, codes, myths, syntagm, paradigm, denotation and connotation, facilitates in the questioning of meanings and serves as an entry point to engage with the advertising content or message. This work presents a theoretical overview of semiotics to practitioners and is also proposed as a venue for effective partnership between academia and practitioners in advertising. A semiotic Ad Heptameter is put forth to address the theory-practice gap. It has the potential to evaluate, assess and revisit storyboards, pre-production or production phases thereby enhancing the effectiveness of the advertising message.
Year of publication: |
2018
|
---|---|
Authors: | Srikrishna, Vasupradha |
Published in: |
International Journal of Semiotics and Visual Rhetoric (IJSVR). - IGI Global, ISSN 2573-2625, ZDB-ID 2899998-8. - Vol. 2.2018, 2 (01.07.), p. 57-71
|
Publisher: |
IGI Global |
Subject: | Academic Industry Collaboration | Ad Heptameter Schema | Advertising | Content Analysis | Frame by Frame Analysis | Industry Practitioner | Semiotics | Single Narrative Data | Television Advertising |
Saved in:
Online Resource
Saved in favorites
Similar items by subject
-
Koivisto, Jussi V., (1997)
-
A longitudinal content analysis of gender portrayal in Belgian television advertising
Verhellen, Yann, (2016)
-
Nature and extent of advertisements broadcast on Indian TV : implications for society and media
Vohra, Jyoti, (2021)
- More ...