The role of helpers in advertising: Bridging the way from semiotics to storytelling
Joseph SassoonAlphabet Research, Italy
INTRODUCTION
In a recent international conference (AQR/QRCA, Bridges to Excellence. The Worldwide Conference on Qualitative Research, Barcelona, May 2008) I presented a new method for the analysis of advertising. The method combines the semiotics of the French school (École de Paris), which I adopted over many years as my preferred approach to ad analysis, with the theories on the creation of myths born in the place where modern storytelling has been of paramount importance for a very long time –...