An idiot is someone not able or willing to listen.

Creating Effective Advertising

(with Richard Zakia). New York: Consultant ...

(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, negation), the semiotic matrix, among others, are described and applied to the creation of imagery for advertisment purposes. Based on classroom experience with design students.

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Translation into the Russian by A. Kalioujnyi, Moscow: Filin Information & Publishing House, 1998.

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