Acta Universitatis Danubius. Communicatio, Vol 3, No 1 (2009)

Abstract

The lack of space triggers, in postmodernism, the creativity of the furniture designers. The tendency of abundance and of filling the traditional space with ancient objects is replaced with a certain fluidity of some simple structures which will turn into an indexical sign of a certain life style. Having as theoretical background the semiotic framework of Jean-Marie Floch ([1995] 2000), Jean Baudrillard ([1968] 1996) and the representatives of the Groupe μ (1992), the aim of this paper is to analyse the four semiotic valorizations on which an advertisement of Mobexpert is structured.