Semiotics of Advertising

Semiotics ofAdvertising

Canonical Narrative Schema

The simplest narrative

Subject of Doing Object of ValueSubject of State ∧

Semiotics ofAdvertising

Canonical Narrative Schema

Victory Day in Russia

http://revistas.ucm.es/index.php/ESMP/article/view/41022/39270

Semiotics ofAdvertising

Canonical Narrative Schema

Temptation The subject is offered something good “What an amazing Macbook!”

Intimidation

The subject is threatened with something bad “Are you really buying an Acer?”

Seduction The subject is told to be able to do something “You deserve to have a Macbook”

Provocation

The subject is made to believe he cannot do something

“You are incapable of buying a Macbook”

Manipulation

Semiotics ofAdvertising

Canonical Narrative Schema

Agentivity

Is the audience playing an active or passive role?

2. Manipulation 3. Agentivity

Temptation Passive role

Loads of money Fallen from the sky, believe, luck, dreaming, something

bigger (bigger than who, than us??)

1. Narrative schema

California

2. Manipulation 3. Agentivity

Temptation/Seduction Active

Make your dreams come true Running metaphor, life changing, passion, seek for

your dreams

1. Narrative schema

UK

2. Manipulation 3. Agentivity

Temptation/Seduction/Intimidation

Passive

Money, but also solidarity, and the fear of being left behind

We just need to dream(and active when we share)

1. Narrative schema

Spain (Christmas)

2. Manipulation 3. Agentivity

Temptation Passive role

Make your dreams come true Walking while sleeping??

1. Narrative schema

Spain (not Christmas)

2. Manipulation 3. Agentivity

Temptation Active role

Extramarital sex experiences The city only makes it possible

1. Narrative schema

Las Vegas