Capitalist Realism in Africa: Realities and Myths in Advertising

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“Capitalist Realism” in Africa: Realities and Myths in Advertising is a multifaceted analysis of the role of advertising in the national development of Nigeria, and by extension, other African ...
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Semiotics and Advertising: A Conceptual Discourse

Pp. 25-33 (9)

Emmanuel C. Alozie

Abstract

Chapter IV offers a detailed description of semiotics and discourse analyses. It explores their roles as theoretical and methodological anchors.

Keywords:

Theory, interpellation, interpretant, representament, syntagm, denotative, connotative, deconstruction.

Affiliation:

Governors State University USA.