Book Description

Signs for Success. Creating Effective Advertising, by Mihai Nadin (with Richard Zakia).
New York: Consultant Press, 1994. 160 pp. + 55 plates.

Semiotics is applied to developing visual statements in advertising photography, including digital photography. Such concepts as symbol, icon, index, semiotic operations (insertion, substitution, mission, negation), the semiotic matrix, among others, are described and applied to the creation of imagery for advertisement purposes. Based on classroom experience with design students.

An international bestseller! Translated into Russian (A. Kalioujnyi, Moscow: Filin Information & Publishing House, 1998) and Korean (L. Kim). Seoul, 2002).