Possible worlds where everything makes sense

The semiotic dimension of advertising communication

Abstract

Abstract: This paper seeks to analyze the contribution of semiotic elements in advertising narratives. Starting from the concept of sign, the orders of signification enunciated by Roland Barthes and the elements of narratology enunciated by Greimas, spots of three brands are analyzed, with the objective of unveiling the importance of semiosis in advertising communication, as a system that coexists with other systems that make up society and, this way, give meaning to human life and contribute to the consumer finding his own place in his life narratives.

This article was based on part of the research of the doctoral thesis of the author of this work.