Demystification of an Ad Using Barthes’s Cultural Semiotics

Shuping Zhang; Xiaoxia Liu

doi:10.1515/css-2012-0034

Published by De Gruyter Mouton April 26, 2014

Demystification of an Ad Using Barthes’s Cultural Semiotics

Shuping Zhang and Xiaoxia Liu

From the journal Chinese Semiotic Studies

https://doi.org/10.1515/css-2012-0034

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Abstract

Roland Barthes (1987) claimed that the creation of myth is the essence in mass media. Demystifying an advertisement for KONKA mobile phones uncovers the manipulation process of an ad campaign and finds that ads are designed to create myth today so as to exert influence upon their readers’ values and consumption habits

Keywords : demystification; ads; cultural semiotics; meaning; myth today

Published Online: 2014-4-26

Published in Print: 2012-12-1

Demystification of an Ad Using Barthes’s Cultural Semiotics

Abstract

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