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Accessible Unlicensed Requires Authentication 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

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

Published Online: 2014-4-26
Published in Print: 2012-12-1

© 2014 by Walter de Gruyter Berlin/Boston