Modèle sémiotique génératif appliqué à la création publicitaire : première application

Generative semiotic model applied to advertising creation: first application Abstract The creation of an advertisement in an agency involves a complex process of meaning production. In order to update this process, which has been presented as linear until now, we apply an analysis grid from generative semiotics. The semiotic analysis of a rich qualitative corpus, collected through in-depth interviews and participant observation in an advertising agency, highlights the effects of loss and gain of meaning that are irreducible to creative practice. The semiotic model proves to be relevant and capable of highlighting effects of meaning that had previously gone unnoticed. New ways of research and application of the generative scheme are proposed.