INSTRUMENTALISATION DE LA SÉMIOTIQUE AU SERVICE DE LA PUBLICITÉ ET DU MARKETING : ÉTAT DES LIEUX 1

Abstract

The examination of the possibilities offered by semiotic approaches serves to decompartmentalize a field which is often restricted to wanton analyses of advertisement. In fact, semiotics provides professionals of communication (publicists and marketers) with instruments that enable to analyze the significance of communicative tools. In sum, the present analysis will bear on the position of critical semiotics within the field of communication.