Abstract

The author examines the crisis of semiotics in the 1980's. Semioticians recognized the ambiguity of their situation when they realized that the marketing professions had harnessed their techniques for their own ends. Critical discourse began to waiver. A new social role needs to be defined for semioticians. Should they help the salesman sell or rather continue research amidst the anarchy of connotations? For Kim Schroder future research needs to be directed towards the reception of publicity messages and to studying the emergence of the new forms of advertising.

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