[sociate] Complete this puzzle (why ads work)

Lest you underestimate the sophistication of the advertising complex, read
this crisp, riveting description of the
<http://www.lclark.edu/%7Egoldman/global/pagessemiotics/menuframesem.html>
semiotics of advertising (from  <http://www.coherenceengine.com/blog/> Geoff
Cohen, who saw it on  <http://www.nielsenhayden.com/makinglight/> Making
Light). It begins: 

The intent of advertising is to associate desire with commodities and
services, and to cement feelings of positive affect to brands. 

To achieve this, advertisers must construct texts that are recognizable to
viewers as ads; moreover, they must produce texts that are sufficiently
compelling that viewers are motivated to decipher them. Still, the ads
cannot mean anything on their own. Ads require viewers to complete their
meaning, to make the necessary turns of meaning that premise giving value to
a brand or a logo. 

Okay, so you have to have your semiotics glasses on to read the rest of the
site. But it is fascinating, isn't it? 


posted by Jerry Michalski at 2:23
<http://www.sociate.com/blog/archives/2004_07_01_archive.html#10914770191211
4667> PM

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