Preface -- Chapter I Advertising as social discourse -- 1. Introductory remarks -- 1.1 A schematic history of advertising -- 1.2 The semiotic approach to advertising -- 1.3 The role of semiotics in the advertising debate -- 1.4 Elements of semiotic analysis -- Chapter II Creating recognizability for the product -- 2. Introductory remarks -- 2.1 Creating a signification system -- 2.2 Creating textuality -- 2.3 Using multiple media -- 2.4 Ad campaigns -- Chapter III Creating textuality -- 3. Introductory remarks -- 3.1 Textuality -- 3.2 Connotation -- 3.3 Verbal techniques -- 3.4 Nonverbal techniques -- Chapter IV Advertising and culture -- 4. Introductory remarks -- 4.1 Market testing the product's signification system -- 4.2 Advertising culture -- 4.3 The semiotic purview -- Appendix: Exercises for classroom or personal study use -- Glossary of technical terms -- Works cited and general bibliography -- Index.