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Cannonical narrative schema, manipulation, agentivity. lottery
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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