In memoriam Virginia Valentine
In memoriam Virginia Valentine

Summary/Abstract: Virginia Valentine, who died on 30th November 2010, was an influential member of the growing international community of commercial semioticians. Ginny, as she was known to friends and colleagues, pioneered a distinctive application of commercial semiotics in UK in the late 1980s/ early 90s. Inspired by a course on the analysis of folk tales at North London Polytechnic, where she completed an English degree — and by the ferment in critical theory at that time — she put together a mix of techniques adapted from Barthes (cultural meanings and codes), Propp (structure of narrative) and Lévi-Strauss (reconciling cultural contradictions through myth) — the latter inspiring her ‘myth quadrants’, a hallmark of the Valentine approach to analysing brand communications in cultural context. Based, nomenclature n

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