Marketing discourse and semiotics

Babak Taheri, Martin Gannon

Research output: Chapter in Book/Report/Conference proceedingChapter


In everyday life we are regularly exposed to, and interact with, many different forms of advertising. For example, through television and radio commercials, billboards, direct (or junk) mail, and carefully staged large-scale public relations exercises, advertisers draw upon different narratives and discourses to communicate the benefits of their brands, products, and services to us as potential consumers. Within the context of marketing, discourses serve as the places where the advertiser and the consumer communicate, interact and engage in choreographed events within the position of a particular semantic context (Oswald, 2012). Such advertisements are often comprised of several interactive elements which may draw upon images, photographs, music, societal observations, paralanguage, language, scenarios and situations, and the existing preconceptions of consumers in order to spread an advertising message in an effective and entertaining way (Cook, 2001).
Original languageEnglish
Title of host publicationMarketing Communications
Subtitle of host publicationAn Advertising, Promotion and Branding Perspective
EditorsGeraldine Bell, Babak Taheri
Place of PublicationOxford
Number of pages18
Publication statusPublished - 30 Oct 2017

Publication series

NameThe Global Management Series
PublisherGoodfellow Publishers Ltd.


  • marketing
  • advertising
  • discourse


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