Oller and Giardetti provide a simple, comprehensive, and fully consistent theory to explain why some messages and images communicate more effectively than others--and then show specialists in advertising, marketing, and high stakes communications how to apply the theory in their work. With examples ...
Oller and Giardetti provide a simple, comprehensive, and fully consistent theory to explain why some messages and images communicate more effectively than others--and then show specialists in advertising, marketing, and high stakes communications how to apply the theory in their work. With examples and illustrations that practitioners and academics alike will find understandable, they provide readers with a solid grounding in semiotics, the study of how meanings are constructed and construed in signs. In doing so Oller and Giardetti help communicators find new ways to reach and persuade others--but show why deceit or subterfuge can not succeed om the long run. They make clear that messages must be consistent with the facts, and that the most successful communicators share one special trait: integrity. This is a readable, research-based, up-to-date treatment of an important emerging field of study, and a carefully developed guide for practitioners and academics alike.
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