Between semiotics and the mountain

Abstract

Greimas has always considered semiotics as a collective project under development. Jean-Marie Floch is among those who best understood this
proposal. His theoretical advances were frequently incorporated into semiotics theory and taken up and developed by other hands and voices. This article deals with some of Jean Marie Floch's contributions to discursive semiotics and, in particular, to the semiotic study of the plane of expression in texts. We also present the examination of poetic texts as well as advertising and marketing texts. Our discussion is organized in three parts: the first on Floch's proposal for the semiotic treatment of the plane of expression and, within this framework, of semi-symbolism; the second on his studies of poetic texts or of an aesthetic semiotics; the third on his contributions to semiotic approaches to advertising and marketing, thanks in part to studies of expression, but above all, to his proposals on consumer values. In addition to showing Floch's innovative contributions, we also point out some of the developments emerged from them, which contributed decisively to semiotic studies of poetic, conversational and advertising texts.