Carl W. Jones speaks at Global Semiotic Conference on “Removing the ‘other’ from Mexican Advertising” and publishes a book chapter on ‘Myth Making’ with Cambridge Scholars press.

On June 26th  at the 5^th International Conference on Semiotics of Culture and Visual Communication at the Cyprus University of Technology, Limassol.  Carl was invited to speak on “Removing the ‘other’ from Mexican Advertising”. Where his seven years of research into how Mexican advertising reflects colonial thinking such as ‘otherness’ was presented along with practical strategies for challenging ‘colonial thinking’ and ‘colourism’ in advertising campaigns.  Jones is also a 2024 Scientific Committee member of the ICSCVC which is one of the sponsors of this biennial conference.

On June 28^th  the book ‘Semiotics and Visual Communication IV: Myths of Today’ was published featuring his chapter titled “Decoding myth-making through Semiotics in order to decolonise advertising” where Jones demonstrates how  Mexican advertising was appropriated by the ruling class to support a light-skinned superiority myth maintaining the same power relations for over 500 years.

Carl is Senior Lecturer in Digital Media, and Film, and is also an Executive Committee Member 2019-2024 representing Great Britain of the  IASS International Association of Semiotic Studies.