A common practice among advertisers is to create new relationships between objects and interpretants by inventing new connections between products and benefits.A classic example of this was equating Marlboro cigarettes with the American frontier spirit.Which of the following terms best describes this practice?
A) Subliminal persuasion
B) Figure-ground projection
C) Semiotic relationships
D) Consumer-modelling connections

Question

Quizplus · Accepted Answer

The practice described here involves creating new connections between objects and interpretants, which are the fundamental components of semiotic relationships. Semiotics is the study of signs and symbols and how they are used to communicate meaning. In this case, the advertiser is using the Marlboro brand (the sign) to communicate the benefits of the American frontier spirit (the interpretant).

A Common Practice Among Advertisers Is to Create New Relationships