camri.ac.uk/blog/2025/01/15/bbc-world-business-report-interviews-carl-jones-on-the-historic-benetton-advertising-campaign/?mc_cid=dede10d58d&mc_eid=76e562d009 link to article 

Link to radio interview here: www.abc.net.au/listen/programs/overnights/overnights/104754934
link to article here: 
camri.ac.uk/blog/2025/01/08/abc-radio-australia-interviews-carl-jones-on-current-trends-in-television-advertising/?mc_cid=7bd8f51925&mc_eid=76e562d009 

to read the full article click here: camri.ac.uk/blog/2024/12/11/carl-jones-discusses-semiological-guerilla-warfare-with-latin-american-studies-at-westminster/?mc_cid=32c060706a&mc_eid=76e562d009

tThis Christmas, major brands in the UK are spending more than £10 billion on advertising. And to justify the big spend, they are using sophisticated emotional marketing strategies to capture attention and boost sales. 
One approach to understanding how these adverts work is by using a framework designed by the social psychologist William McGuire.  

​Text continues here.......  
theconversation.com/christmas-adverts-decoding-the-trusted-formula-used-to-pull-on-consumers-heart-strings-245487

​On December 5th  Carl W. Jones presented results of his research within Mexico at a Latin American Studies At Westminster (LASAW) event held at the Regent Street campus. 
LASAW held their first seminar of the 2024-25 series with Carl W. Jones discussing how encoding advertising messaging with semiotic signs & codes can generate conversations on social and mass media which can later be decoded to reveal solutions to greater diversity in one of Mexico’s largest culture industries. The title of his talk was  “Manufacturing signs as part of a Semiological Guerrilla Warfare Approach to Challenge Colonial Thinking in Mexican Advertising.”
 
Latin American Studies At Westminster (LASAW) is made up of staff and students interested in Latin American Studies in any form. LASAW holds seminars and events where research is shared and discussed  between members . If you would like more information please contact Liz Harvey-Kattou at [email protected] , or Carl Jones at [email protected]
 
More info at https://x.com/Lasaw
 
Keywords: semiotics, advertising, Latin America,. Diversity. Decolonisation.

Carl W. JonesI has been selected to speak about his research at the First Mexico-UK Interdisciplinary Congress: 200 Years of Collaboration for Academic Excellence! 🎉I will be part of the panel discussing Social Justice, Gender Equality, and Human Rights.


What is great about this event is that he will be a participant in one of the largest academic dialogues in the history of Mexico-UK relation.


This exciting event will take place at the Mexican Embassy in London on November 21-22, 2024.I’m looking forward to sharing insights alongside esteemed participants:
Iván Zedillo Arias
Magdaly Santillanez
Laura Veronica Morin Quintal
Carl Winston Jones
Sergio Jesús Ascencio Bonfil
​
Join us as we explore critical issues that shape our societies!


#MexicoUKCongress #SocialJustice #GenderEquality #HumanRights #advertising #Mexico #advertisingForHumanGood
#UKMX200

Research Presentation on Decolonizing Mexican Advertising at IASS CongressSnr Lecturer Carl W Jones is a dedicated researcher in the field of media and advertising, recently presented his  groundbreaking research at the 16th International Congress of the International Association for Semiotic Studies (IASS) held in Warsaw, Poland. The focus of the presentation was on “Decoding and encoding signs to confront colonial thinking in Mexican publicity to resist the racist spectacle“
In this significant work, Carl highlighted how Mexican advertising often perpetuates colonial-era stereotypes and colorism, favoring lighter skin tones and European features. By tracing these issues to historical racial categorization systems, such as the pinturas de castas, the research advocates for a critical examination of advertising practices.
Key recommendations from the presentation include: 
– Incorporating anti-racist education into marketing curricula to foster awareness among future advertisers.
– Increasing diversity within advertising agencies to better reflect the multicultural fabric of society.
– Encouraging brands to align their messages of solidarity with actionable steps towards inclusivity.
This research aims to challenge and transform the advertising landscape in Mexico, promoting a more equitable representation of diverse identities. Carl is passionate about utilizing semiotic analysis to expose and dismantle harmful power structures within Mexican media and advertising. 
World renown semiotician Professor Alexandros Ph. Lagopoulos chaired Jones’s panel. 
Carl is also one of two UK representatives on the executive committee of the IASS  where the members just voted for a new President of this global association. 
Learn more about IASS here: https://www.semcon2024.com ​

On June 26th  at the 5th International Conference on Semiotics of Culture and Visual Communication at the Cyprus University of Technology, Limassol.  Carl was invited to speak on “Removing the ‘other’ from Mexican Advertising”. Where his seven years of research into how Mexican advertising reflects colonial thinking such as ‘otherness’ was presented along with practical strategies for challenging ‘colonial thinking’ and ‘colourism’ in advertising campaigns.  Jones is also a 2024 Scientific Committee member of the ICSCVC which is one of the sponsors of this biennial conference.
On June 28th  the book ‘Semiotics and Visual Communication IV: Myths of Today’ was published featuring his chapter titled “Decoding myth-making through Semiotics in order to decolonise advertising” where Jones demonstrates how  Mexican advertising was appropriated by the ruling class to support a light-skinned superiority myth maintaining the same power relations for over 500 years.
Carl is Senior Lecturer in Digital Media, and Film, and is also an Executive Committee Member 2019-2024 representing Great Britain of the  IASS International Association of Semiotic Studies.

FOR MORE INFO VIST HERE: 
camri.ac.uk/blog/2024/07/21/carl-w-jones-speaks-at-global-semiotic-conference-on-removing-the-other-from-mexican-advertising-and-publishes-a-book-chapter-on-myth-making-wit/

Adforum and PHNX  has selected Carl W. Jones to be Grand Jury Panel for the category of STRATEGY AND TECHNIQUE 
More info here: https://fr.adforum.com/torch/phnx-2024