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The Commercial Appeal of Communism:  Semiotic Tensions in the U.S. Stoli Advertising Campaign
University of Maine, USA.
2007 (English)In: Advances in Consumer Research, ISSN 0098-9258, Vol. 34, 624-626 p.Article in journal (Refereed) Published
Abstract [en]

Postmodernism made a strong impact on the visual analysis of advertising. Still, it tends to confine visual analysis, as this article demonstrates through a case study of a print advertising campaign for Stolichnaya vodka in the USA in 1994. A new visual figure of speech, "semiotic tension," is introduced. Semiotic tension is structurally related to the concept of resonance, with its focus on a positive syntactic relationship. However, semiotic tension extends this theory by incorporating syntactic relationships that bind two elements in their negative relationship to each other. The aim is to contribute to a more diversified, semiotically informed methodology for a visual approach to advertising.

Place, publisher, year, edition, pages
2007. Vol. 34, 624-626 p.
National Category
Business Administration
Research subject
Business Administration
URN: urn:nbn:se:su:diva-59426OAI: diva2:427196
Available from: 2011-06-27 Created: 2011-06-27 Last updated: 2011-06-28Bibliographically approved

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Tolstikova, Natalia
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