This text is a user-friendly introduction to the semiotic study of advertising. It is intended for advertisers and marketers interested in the use of semiotics as a tool in their field. It can also be used as a basic textbook in semiotic analysis and in media courses. But even the general reader can find much to ponder here, as the authors constantly show how advertising has become, today; a major component of cultural meaning-making. Both authors five in Toronto, Ontario.

The two parts forming this booklet highlight the role of alterity in Mikahil Bakhtin's overall theoretical horizon: the first part examines his philosophy of literature, the second considers eventual contributions from Bakhtinian categories for renewal in philosophy of language. These two parts are closely interconnected because philosophy of literature and philosophy of language are the two inseparable faces of a unitary project subtending Bakhtin's search for a new moral philosophy. They both live in Italy.

During the 1930s the American designer Richard Buckminster Fuller (1895-1983) created three prototypes of a streamline vehicle design known as the Dymaxion. These vehicle designs function as readable texts comprised of signs that can be interpreted. In order to gain an understanding of how these vehicle designs act as cultural signs that convey meaning, we must also examine Fuller's writings from the same period. His writings have always seemed idiosyncratic, somewhat hermetic, and unnecessarily complex. The semiotic theory created by the American pragmatist philosopher Charles Sanders Peirce...

Writing and communication; telling tales and globalisation; light as symbol in Maurice Maeterlinck -- these are the themes examined in relation to the literary texts presented in this book with its proposal of a semiotic approach to literature.

This book seeks to penetrate the myths and conventions surrounding the terms "semotics" and "semiology," including their respective associations with the persons of Charles S. Peirce (1839-1914) and Ferdinand de Saussure (1857-1913).