Semiotics and entertainment: A marriage made in heaven

Betsy Frank and Myra Stark

A discussion and illustration of how Saatchi & Saatchi Advertising and Zenith Media use semiotic techniques to understand and predict how different consumers of television relate to different genres of entertainment programme, and how these reflect the prevailing and changing culture.

Semiotics and Entertainment: A Marriage Made in Heaven

Betsy Frank, executive vice president, Zenith Media Services, and Myra Stark, senior vice president, Saatchi and Saatchi Advertising

Let us start with a daydream. Sorry, it doesn't have a handsome young man or a beautiful woman or romantic tropical beaches, but it's a daydream nonetheless.

It's a rainy Sunday afternoon. You've just settled down with the Sunday paper. And in the Arts and Leisure section there's one of those long, thoughtful articles that we all cut out because they're too good to throw away. You know the ones we...

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