Sense-making in financial communication: Semiotic vectors and iconographic strategies in banking advertising

Empirically grounded in pre-crisis and post-crisis advertising campaigns at Société Générale, the in-depth visual discourse analysis shows how the strategic use of discursive resources, both visual and verbal, impacts identity construct and collective sense-making. The resulting paradigm of visual signs establishes a semiotic frame for subsequent survey studies to measure communicational effectiveness.