Semiotics, advertising and classification. Developments of Floch’s models in the Italian context

The square of the axiology of consumption and the square of the advertising philosophies are two milestones within the semiotics of advertising. Developed around the mid-1980s by the French semiotician and consultant Jean-Marie Floch, they crossed the boundaries of applied semiotics and became part of the tools available to marketing researchers. The chapter aims to propose some developments of these two models, illustrating them and conducting both a theoretical review and an empirical investigation, focused on the Italian context. In this way, it will be possible to advance some integrative proposals – the mapping of narrative configurations and the square of declensions of the discursive genres – able to increase the heuristic power of the original typologies.

Link al libro: https://www.igi-global.com/book/marketing-semiotics-research/349901

Pubblicato in Marketing semiotics research: Consumption trends, AI and the economics of experience, Hershey, IGI Global, 2025, cap. 20.