When the Decoder team, to develop the analytical tool for Guinness, retraced its steps in analysing the language of beer advertising and getting to the individual brand propositions, it was the marketers on the team who were best able to translate what the semiologists were doing into accessible rules.
There was a story around at the time about a fairly typical presentation by a French semiologist to a straight-up, no-nonsense American pet food client on innovation in premium food for small dogs.
Critical thought is here personified by the heroic
semiologist, in this case, Cohen himself.
Since language is constitutive of human reality - existentially - it cannot be dispensed with as the mystic advises; nor can it be alienated from our humanity as the scientist, the linguist and the
semiologist advise.
a mere "reviewer," "
semiologist," "narratologist," or "psychoanalyst." He must become .
Pierce, the German philosopher Ludwig Wittgenstein, and the
semiologists active during the 1960s and 1970s, namely Barthes, Benveniste, Greimas, Levy-Strauss, Kristeva, and Chomsky.
Semiologists often argue that cinema is metonymical because it is based on the contiguity of images.
Inflexible
semiologists talk about the "contamination" of the word when they speak of polysemy, meaning the disconcerting synonyms, the analogies, the varied connotations which disrupt the nature and functioning of every word.
