The image in print advertising and comments to Val Larsen's research program

Bent Sørensen; Torkild Leo Thellefsen; Martin Muderspach Thellefsen

doi:10.4018/IJSVR.2017070102

The image in print advertising and comments to Val Larsen's research program

Bent Sørensen, Torkild Leo Thellefsen, Martin Muderspach Thellefsen

Department of Communication

Abstract

In this article, the authors re-visit, with Val Larsen, the use of Peircean icons and symbols in print advertising and thereby find (some) formal conditions concerning its images. Even though they are inspired by Val Larsen's research program the authors are also critical of it. Hence, they set out to demonstrate how Val Larsen overlooks crucial parts of the semiotic potential of icons and symbols within print advertising. Furthermore, Val Larsen needs, they argue, the Peircean index within his research program. At the end of the article, and inspired by Val Larsen, the authors put forth nine Peircean points they find relevant for a research program concerning the image within print advertising. Here, ontological and methodological deductions are made from Peircean ideas and principles.

Original language	English
Journal	International Journal of semiotics and visual rhetoric (IJSVR)
Volume	1
Issue number	2
Number of pages	16
ISSN	2573-2617
DOIs	https://doi.org/10.4018/IJSVR.2017070102
Publication status	Published - 2017

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The image in print advertising and comments to Val Larsen's research program

Abstract

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