The role of helpers in advertising: Bridging the way from semiotics to storytelling

Joseph Sassoon

The article describes a new method for the analysis of advertising, based on semiotics of the French school and theories of myth creation.

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,...

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