CONTENTS
Acknowledgements v
List of Images vi
List of Figures ix
1. Abstract 1
2. Thesis Overview
1. Aims and Objectives 2
2. Methodology 3
3. Significance 5
4. Scope and Limitations 6
3. Introduction 8
4. Theoretical Framework
1. Framing 27
2. Metaphors 31
3. Semiotics 37
5. Case Studies- Overview 47
6. Case Study 1- The Idea of Smell by Hanif Kureshi
1. Introduction 53
2. Smell, Memory and a Scientific Approach 58
3. Analytical Frameworks 58
3.1 Framing 59
3.2 Social Semiotics 63
7. Case Study 2- Parfum Sassoon by Sameer Kulavoor 77
1. Introduction 78
2. Analytical Frameworks 80
2.1 Metaphors 81
2.2 Social Semiotics 84
8. Discussion
1. Case Study 1 95
2. Case Study 2 100
9. Conclusion
1. Meaning Making Mechanisms 103
2. Representation of Site 106
10. References 111
11. Image Sources 117
12. Appendices 120
1. Binary Oppositions
1.1 Language 121
1.2 Lifestyle 123
2. Categorization of words 125
3. Segregating the words into 131
Aspired, Lived and Memory