INTRODUCING guide to the cult author, semiologist and analyzer of
advertising, Roland Barthes. Roland Barthes is best known as a
semiologist, a student of the science of signs. This sees human
beings primarily as communicating animals, and looks at the way
they use language, clothes, gestures, hair styles, visual images,
shapes and colour to convey to one another their tastes, their
emotions, their ideal self-image and the values of their society.
Introducing Barthes brilliantly elucidates Barthes' application of
these ideas to literature, popular culture, clothes and fashion,
and explains why his thinking in this area made him a key figure in
the structuralist movement of the 1960s. It goes on to describe how
his later insistence on pleasure, the delights of sexual
non-conformity, and the freedom of the reader to interpret literary
texts in the light of ideologies such as existentialism, Marxism
and Freudianism, as well as structuralism itself, continues to make
him one of the most dynamic and challenging of modern writers. This
is the perfect companion volume to Introducing Semiotics.
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