The use of lateral thinking in TV adverts : a semiotic analysis of de Bono's lateral leap in four TV adverts

Abstract

The following work is centered on the idea of incorporating de Bono' s lateral thinking into advertising. The convergence of both approaches is conducted through the analysis of selected television adverts that contain characteristics recognisable as lateral thinking. I commence the research with an extensive literature review of the lateral discourse. Furthermore, I explore lateral thinking in relation to vertical thinking, creativity, humour and advertising. In the third chapter, I discuss widely a whole spectrum of media theories and approaches to advertising. The main protagonists of the advertising discourse are segmented into sections. The methodology chapter explores the benefits and weaknesses of the main research schools in the social science with further detailed description of the methodological tool that I have selected for the purposes of the research. The analysis chapter consists of a semiotic analysis of the media texts that incorporate lateral thinking in their discourse. It includes comparisons between the chosen adverts themselves and cross reference to the advertising and lateral theories outlined in previous chapters.