ABSTRACT
This chapter addresses the concept of “signication advertising” (Caro 1993) in order to elaborate key developments in textual approaches to the critical study of advertising. In doing so, it also explores the implications of new advertising techniques and strategies that have changed brand-creation mechanisms by creating a consumption experience that is increasingly produced by consumers themselves. These new techniques and tools of advertising provide a brand with imaginary signication and a material representation of it in order to give it consistency and to make semiotic production invisible.
