This paper discusses the development of structuralism in psychology, linguistics, mathematics, philosophy, anthropology, and sociology by citing theories supported by thinkers in all these fields. The contrast between structure (schema, pattern, gestalt) and function (activity, interaction, transformation) is used as the point of departure for the…

This discussion of advertising treats it as a communication system analyzable in structuralist terms. Building on the approaches of Levi-Strauss and others, the discussion begins with a general introduction to structuralism and goes on to outline the specific methodology adopted in this study. The approach is illustrated in two contexts: static…