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1..

2. Umberto Eco

3. Roland Barthes

4. Judith Williamson

5. F. De Saussure

6. C.S.Pierce

7. linguistic

8. coded iconic

9. non-coded iconic

10. denotational

11. connotational

12. Arthur Asa Berger

13. narration

14. deconstruction

15. visual Literacy

16. leveling

17. sharpening

18. H. Laswel

19. representations

20. encoding & Decoding

21. John Storey

22. referent systems

23. appelation

24. mirror phase

25. ego

26. George Stigler

27. uses and gratification

28. John Fiske

29. Stuart Ewen

30. J.W.Carey

31. Sut Jhally

:187

32. N. Douglas

33. R. Williams

34. Gillian Dyer

35. communicator

36. adressee

37. advertiser

38. humour

39. punning

40. Crompton

41. Sherzer

42. simile

43. metaphore

44. synecdoche

45. hyperbole

46. chiasmus

47. irony

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Barthes, Roland (1964), "Rhetoric of the Image", in Image-Music-Text, ed. Roland

Barthes, New York: Hill and Wang, 1971.

Id. (1972), Elements of Semiology, translated by A. Smith, London.

Ewen, Stuart (2001), Captains of Consciousness: Advertising and the Social Roots

of the Consumer Culture. New York: Basic Books.

Fowles, J. (1996), Advertising and Popular Culture, London: Sage.

Lasswell, H.D. (1937), Propaganda. In E.R.A. Seligman and A.Johnson (eds.),

Encyclopedia of the Social Sciences, Vol.12, pp. 521-528. NewYork: Macmillan.

Leiss, William; Kline, S.; Jhally, S. (1997), Social Communication in Advertising:

Persone, Products and Images of Well-Being. 2nd ed. London: Rotledge.

Panofsky, E. (1970),"Iconography and Iconology: An Introduction to the Study of

Renaissance Art", in Meaning in the Visual Arts, Harmondsworth, Middlesex,

Penguin Books, London.

Schudson, M. (1986), Advertising, the Uneasy Persuasion: Its Dubious Impact on

American Society. Newyork: Basic Books.

Tanaka, K. (1998), Advertising Language, A Pragmatic Approach to

Advertisements, London: Routledge.

Williams, Reimond (1980), Problems in Materialism and Culture, London: Vers.

Williamson, Judith (2002), Decoding Advertisements: Ideology and Meaning in

Advertising. London: Marion Boyars.