On Saturday September 25th scholar Carl Jones presented his semiotic research methods at the Second International meeting of Young & Early Career semioticians IASS-AIS as part of the X International Congress of Semiotics of Colombia ASC, and the Colloquium 30 Years Master in Semiotics UIS.
Jones focussed on two research methods, one of Visual Social Semiotics and the second is Content Analysis. Inorder to explore the ‘Visual representations of the power relationships in Mexico’s political economy as expressed in 2D advertising’ and how these relationships can be resisted through analysis of secondary messaging and further regulation.
Jones concludes that “the power representations that are presented through 2D advertising is the cultivated myth of the light-skinned ruling class. This translated into advertising that features light skinned actors, creating a myth that white is better, and therefore aspirational to consumers. Leading to the discussion on why advertising needs to be decolonized”.
The Senior Lecturer of PR and Advertising at the School of Media and Communication was part of a panel called SEMIOTICS, MARKETING AND ADVERTISING.
The conference runs on Saturdays in September and early October and the full programme can be seen here https://www.canva.com/design/DAEmepaWbBA/4D32I100f5H2jCgcnMbJvg/view?utm_content=DAEmepaWbBA&utm_campaign=designshare&utm_medium=link&utm_source=sharebutton&fbclid=IwAR0qIyUZ6EAHUKDvHjUnPmDP98dPhe6_YER_e_NyTyIIysOLTYsT7tZ05RA
Jones focussed on two research methods, one of Visual Social Semiotics and the second is Content Analysis. Inorder to explore the ‘Visual representations of the power relationships in Mexico’s political economy as expressed in 2D advertising’ and how these relationships can be resisted through analysis of secondary messaging and further regulation.
Jones concludes that “the power representations that are presented through 2D advertising is the cultivated myth of the light-skinned ruling class. This translated into advertising that features light skinned actors, creating a myth that white is better, and therefore aspirational to consumers. Leading to the discussion on why advertising needs to be decolonized”.
The Senior Lecturer of PR and Advertising at the School of Media and Communication was part of a panel called SEMIOTICS, MARKETING AND ADVERTISING.
The conference runs on Saturdays in September and early October and the full programme can be seen here https://www.canva.com/design/DAEmepaWbBA/4D32I100f5H2jCgcnMbJvg/view?utm_content=DAEmepaWbBA&utm_campaign=designshare&utm_medium=link&utm_source=sharebutton&fbclid=IwAR0qIyUZ6EAHUKDvHjUnPmDP98dPhe6_YER_e_NyTyIIysOLTYsT7tZ05RA
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