By Laura R. Oswald

ISBN-10: 0199566496

ISBN-13: 9780199566495

Daily shoppers purchase into the idea that of manufacturers and their linked meanings--the belief of caliber, a symbolic courting, a vicarious adventure, or perhaps a feel of identification. Marketing Semiotics means that the level to which shoppers realize, internalize, and relate to model meanings isn't just an instructional query. those meanings give a contribution to "brand equity", the monetary worth of intangible model advantages that exceed the use price of products, and affects upon a firm's monetary functionality. for that reason, the administration of brand name fairness calls for at the beginning the administration of name meanings, or semiotics.

The booklet makes use of structural semiotics, a self-discipline that extends the legislation of structural linguistics to the research of verbal, visible, and spatial signal platforms, to make clear the cultural codes and discourse of manufacturers. It proposes that semiotic study may still shape the cornerstone of name fairness administration, considering that manufacturers count so seriously on signal platforms that give a contribution to profitability by way of distinguishing manufacturers from basic commodities, from opponents, and interesting shoppers within the model world.

The e-book comprises dozens of world enterprise situations the place semiotics has been used to refocus, reposition, or expand the logo to new items, buyers, and markets. Drawing upon 20 years of educational and consulting event, the publication presents actionable path for guiding manufacturers via technological and cultural switch, differentiating manufacturers within the aggressive setting, and counteracting the traditional depletion of name that means over the years.

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Additional info for Marketing Semiotics: Signs, Strategies, and Brand Value

Example text

Nor do they explain how culture becomes organized into conventions and laws. To answer these questions, I submit their anthropological SEMIOTICS IN THE WORLD OF GOODS 19 project to structural theory and analysis, and draw upon psychoanalysis to understand how consumers make meanings of things at all. STRUCTURALISM Structuralism is based on the metaphysical assumption that meaning production is a system of relationships codified by culture and that these semiotic relationships actually structure, rather than mirror, phenomenal reality.

In this sense, they parallel rhetorical structures in discourse. Displacements and condensations, at the level of the signifier, are often motivated by the unconscious censor that conceals or disguises unpleasant thoughts or painful truths. C. or “the ladies’ room,” for instance. They may also make a Freudian slip of tongue, unwittingly uttering a truth buried in the subconscious mind. If a person states, “I’m planning the funeral,” when they intended to say, “the wedding,” their unconscious fear has broken through to consciousness and revealed the speaker’s latent feelings about the event.

This interpretation of meaning distinguishes structuralism from empirical approaches to meaning, exemplified in the work of Peirce (1955) and Austin ([1962] 2005). Structural Semiotics Structural semiotics is a form of critical analysis based on the proposition that the world as we know it is structured, like language, into smaller to larger units of meaning that relate to each other in an organized system. Semiotic analysis provides an account of symbol formation and its extension into nonlinguistic semiotic structures such as social organization, ritual behavior, and the mass media.

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Marketing Semiotics: Signs, Strategies, and Brand Value by Laura R. Oswald


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