This article has been subjected to double blind peer review

This article has been published in: Ocula 29, Flux 2024

author: Giovanna Cosenza (Dipartimento delle Arti, Università di Bologna, IT)

Semiotics for digital marketing campaigns. Some operational proposals

language: italian

abstract: This work is part of the extensive series of semiotic studies that, from the late 1980s to the present, have dialogued with the most diverse areas of marketing, up to the most recent digital marketing. It proposes a path that is not only concerned with academic research, whether theoretical or applied, but also takes a professionalizing perspective, according to which various concepts from generative and interpretive semiotics, enunciation theory, compositional semantics, up to visual semiotics, can be functional in designing digital marketing campaigns.

citation information: Giovanna Cosenza, Semiotica per campagne di digital marketing. Alcune proposte operative, "Ocula", vol.25, n.29, pp.36-58, July 2024. DOI: 10.57576/ocula2024-19

Ocula.it publishes articles and essays in semiotic research, with a particular eye on communication and culture; it is open to dialogue with other research fields and welcomes contributions from all the areas of the social and human sciences. See the Editorial Board and the Editorial Committee.