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Selling homes: the polysemy of visual marketing
2020
Social Semiotics
In this article, we will demonstrate how a social semiotic reading of a housing advertisement campaign differs from the audience reception of it. We have talked to the campaign's producerthe Norwegian housing developer Block Watnewhose reflections are somewhat different from our own. The producer emphasises a policy of selling homes by choosing certain semiotic resources at the expense of others; however, in contrast to our academic reading, the producer does not pay particular attention to the
doi:10.1080/10350330.2020.1767398
fatcat:oj223e5gz5dpjfha56ng3nkfie