El aporte de la semiótica en el análisis del discurso publicitario

Abstract

Following the theoretical approach of the Paris School, this article analyzes a cigarette advertisement. Two thrusts guide this analysis: the Hjelmslevian notion of semiotic function and the analytical and generative itinerary proposed by Greimas and Courtes. The author moves backwards through the levels ofdeth of the generative path within the interpretive domain. She illustrates both the relations of analogy and opposition as well as those between speech acts and narrative paths. She also demonstrates the double system of values that are implicit in the advertisement.