Based on the hypothesis that Peircean semiotics can reveal how the construction of comprehension is at least partly a function of the structure of composition, the scope of this article is to present a new categorization of print advertising. The categorization consists of six different advertising types and is developed on the basis of an analysis of 150 quarto-, half-, and full-page advertisements from the Danish morning paper Berlingske Tidende. There are basically two traditions in advertising research — a semiotic one and a cognitive one. But none of these traditions have been used to suggest a possible relation between composition and the effects of comprehension, as the conceptual foundation for a categorization seems, as does the Peircean variant of semiotics, to be very limited in advertising research as such. Generally seen, the purpose of the development of the present categorization is to show how a Peircean semiotic approach can contribute to advertising research, including ongoing cognitive research in the advertising tradition.
The article investigates emotions from a semeiotic perspective. The American philosopher Charles S. Peirce (1839–1914) defined the emotion as a legisign, which is a lawsign (cf. Savan 1981). Since the emotion is a general sign, it can be valorized; it can be identified, communicated, and reexperienced. Based on this semeiotic-inspired definition, we investigate community caused and created by emotions or rather the effects upon minds caused by emotions. We believe that any community carries an emotional center — a so-called Fundamental sign.
The purpose of this article is twofold: First, within a Peircean framework it shall be demonstrated how there is a relation between the compositional structure of certain types of print advertisements and their bringing about inductive comprehension, and how the consumer can be understood as a bundle of habits. It is the assumption that advertising that supports an inductive effect particularly appeals to the cognitive tendency of habit formation in the consumer. Second, it is asked whether advertisements that predominantly invite inductive processes of comprehension also influence the formation of consumer satisfaction; the perspective is that of the confirmation paradigm within advertisement research. Inductive advertisements support cognitive habit formation through confirmation, and the confirmation paradigm explains exactly consumer satisfaction with reference to confirmation. Hence, the article can be seen as a contribution to a Peircean inspired semiotics of advertising that also concerns the discussion of some of the many processes and parameters active in the influence and formation of consumer satisfaction.
Based on Peircean semiotics, this article connects a certain concept of advertising composition with instinct to demonstrate how a specific type of print advertisement prompts a creative kind of comprehension in its reception. Thus, the article proposes that creativity as a phenomenon in advertising and comprehension may be understood semiotically on the basis of composition and the Peircean guessing instinct. The overarching purpose of the article is to show exactly how a Peircean semiotic approach can contribute to research into compositional and cognitive mechanisms in creative advertising, within the framework of ongoing cognitive research in the advertising tradition.
Omp85 proteins form a ubiquitous protein family, members of which are found in all Gram-negative bacteria. Omp85 of Neisseria meningitidis and YaeT of Escherichia coli are shown to be essential for outer membrane biogenesis. Interestingly, there exists a homologue to YaeT in E. coli and many proteobacteria, denoted YtfM, the function of which has not been described yet. Like YaeT, YtfM is predicted to consist of an amino-terminal periplasmic domain and a membrane-located carboxy-terminal domain. In this study, we present a first characterisation of YtfM by comparison to YaeT concerning structural, biochemical and electrophysiological properties. Furthermore, a knockout strain revealed that ytfM is a non-essential gene and lack of the protein had no effect on outer membrane composition and integrity. The only observable phenotype was strongly reduced growth, indicating an important role of YtfM in vivo.
The significance-effect is the right effect of meaning caused upon an interpreting mind. The right effect is understood as the right interpretation of an intended meaning caused by a sign communicated by an utterer. In the article, which is inspired by Charles S. Peirce's doctrine of signs, his semeiotics and his theory of communication, we account for the formal conditions that have to be present for the release of the significance-effect.