Advances In Brand Semiotics Discourse Analysis
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Advances In Brand Semiotics Discourse Analysis
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Author : George Rossolatos
language : en
Publisher: Vernon Press
Release Date : 2023-03-07
Advances In Brand Semiotics Discourse Analysis written by George Rossolatos and has been published by Vernon Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023-03-07 with Literary Criticism categories.
This volume addresses some of the most important conceptual, methodological, and empirical challenges and opportunities with which the sister disciplines of semiotics and discourse analysis are mutually confronted in the context of considering new avenues of cross-disciplinary application to distinctive branding research streams. In continuation of the collective volume 'Handbook of Brand Semiotics' (Kassel University Press, 2015), which sought to consolidate relevant scholarship and to identify the main territories that have been established at the cross-roads between branding and semiotic research, the current 'Advances in Brand Semiotics & Discourse Analysis' aims at accomplishing further strides in critical areas, such as the exigency for reconsidering the aptness of existing semiotic theories in the face of the radically shifting co-creative landscape of digital branding, the benefits of systematically micro-analyzing brand communities’ discourses by drawing on CAQDAS programs, the combination of big data analytics with discourse theory in corpus analysis, and the epistemological issues that emerge while combining discourse analysis with time-hallowed marketing qualitative and quantitative research methods. At the same time, the volume hosts a resourceful blend of empirical studies and novel conceptual frameworks in burgeoning streams, such as place, heritage, culinary, personal, and political branding.
Brand Equity Planning With Structuralist Rhetorical Semiotics
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Author : Rossolatos, George
language : en
Publisher: kassel university press GmbH
Release Date : 2014-01-01
Brand Equity Planning With Structuralist Rhetorical Semiotics written by Rossolatos, George and has been published by kassel university press GmbH this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-01-01 with Political Science categories.
Brand Equity Planning with Structuralist Rhetorical Semiotics furnishes an innovative conceptual model and methodology for brand equity planning, with view to addressing a crucial gap in the existing marketing and semiotic literatures concerning how advertising multimodal textual elements may be transformed into brand associations, with an emphasis on rhetorical relata as modes of connectivity between a brand’s surface and depth grammar. The scope of this project is inter-disciplinary, spanning research areas such as brand equity, structuralist semiotics, textual semiotics, visual and film semiotics, multimodal rhetoric, Film theory, psychoanalysis. The proposed connectionist model of the brand trajectory of signification is operationalized through a methodological framework that encompasses a structuralist semiotic interpretative approach to the textual formation of brand equity, supported by quantitative content analysis with the aid of the software Atlas.ti and the application of multivariate mapping techniques.
Using Semiotics In Marketing
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Author : Rachel Lawes
language : en
Publisher: Kogan Page Publishers
Release Date : 2020-03-03
Using Semiotics In Marketing written by Rachel Lawes and has been published by Kogan Page Publishers this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-03-03 with Business & Economics categories.
In what can seem a complex, abstract field, this book is an invaluably clear, practical resource on how to seize the tremendous opportunity that semiotics offers to better understand your consumers. Semiotics is big business. It is most famous for its unique ability to decode visual images and is the only market research method which provides a systematic, reliable and culturally sensitive method for interpreting what visual images mean. Semiotics sheds new light on consumers and the world they live in, stimulates creativity and innovation, guides brand strategy, and finds solutions to a plethora of marketing problems. Using Semiotics in Marketing will help marketers looking to launch new brands, reposition existing brands, or rejuvenate established ones. Written by one of the original founders of commercial semiotics, Using Semiotics in Marketing outlines precisely what semiotics is and why it matters, before moving on to demonstrate how to run a successful commercial semiotics project. Packed with fascinating case studies proving how visual imagery is interpreted differently across cultural, racial and social demographics, it provides essential insights into understanding consumers. This results in better ads, websites, packaging and social media content - ultimately driving brand growth and profits.
Towards A Semiotics Of Brand Equity Brand Coherence And Communicative Consistency Through Structuralist Operations And Rhetorical Transformations
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Author :
language : en
Publisher: George Rossolatos
Release Date :
Towards A Semiotics Of Brand Equity Brand Coherence And Communicative Consistency Through Structuralist Operations And Rhetorical Transformations written by and has been published by George Rossolatos this book supported file pdf, txt, epub, kindle and other format this book has been release on with categories.
Brand Hate
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Author : S. Umit Kucuk
language : en
Publisher: Springer
Release Date : 2016-09-16
Brand Hate written by S. Umit Kucuk and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-09-16 with Business & Economics categories.
This book focuses on the concept of “brand hate” and consumer negativity in today’s digital markets. It explores the emotional detachment consumers generate against valued brands and how negative experiences affect their and other consumers' loyalty. In today's world, it is almost impossible not to run into hateful language about companies and their brands in digital consumption spaces. Consumer hostility and hate is not hidden and silent but is now openly shared on many online anti-brand websites, consumer social networking sites, and complaint and review boards as a result of the Internet's democratic architecture. The book defines consumer brand hate and discusses its dimensions, antecedents, and consequences as well as the semiotics and legality of such brand hate activities based on current brand dilution arguments. It describes the situations which lead to anti-branding and how consumers choose to express their dissatisfaction with a company on individual and social levels. Finally, it provides strategic perspectives on how to handle such situations to achieve better functioning markets for scholars and practitioners in marketing, psychology, and consumer behavior.
The Routledge Handbook Of Language And Media
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Author : Colleen Cotter
language : en
Publisher: Routledge
Release Date : 2017-08-04
The Routledge Handbook Of Language And Media written by Colleen Cotter and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-08-04 with Language Arts & Disciplines categories.
The Routledge Handbook of Language and Media provides an accessible and comprehensive overview of state-of-the-art research in media linguistics. This handbook analyzes both language theory and practice, demonstrating the vital role of this research in understanding language use in society. With over thirty chapters contributed by leading academics from around the world, this handbook: addresses issues of language use, form, structure, ideology, practice, and culture in the context of both traditional and new communication media; investigates mediated language use in public spheres, organizations, and personal communication, including newspaper journalism, broadcasting, and social media; examines the interplay of language and media from both linguistic and media perspectives, discussing auditory and visual media and graphic modes, as well as language and gender, multilingualism, and language change; analyzes the advantages and shortcomings of current approaches within media linguistics research and outlines avenues for future research. The Routledge Handbook of Language and Media is a must-have survey of this key field, and is essential reading for those interested in media linguistics.
Doing Semiotics
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Author : Laura R. Oswald
language : en
Publisher: Oxford University Press
Release Date : 2020-06-03
Doing Semiotics written by Laura R. Oswald and has been published by Oxford University Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-06-03 with Business & Economics categories.
The semiotics discipline - a hybrid of communication science and anthropology - accounts for the deep cultural codes that structure communication and sociality, endow things with value, move us through constructed space, and moderate our encounters with change. Doing Semiotics shows readers how to leverage these codes to solve business problems, foster innovation, and create meaningful experiences for consumers. In addition to the key principles and methods of applied semiotics, it introduces the basics of branding, strategic decision-making, and cross-cultural marketing management. Through practical exercises, examples, extended team projects, and evaluation criteria, this book guides students through the application of learning to all phases of semiotics-based projects for communications, brand equity management, design strategy, new product development, and public policy management. In addition to tools for sorting data and mapping cultural dimensions of a market, it includes useful interview protocols for use in focus groups, in-depth interviews, and ethnographic studies, as well as expert case studies that will enable readers to apply semiotics to consumer research.
Advances In Design And Digital Communication Iii
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Author : Nuno Martins
language : en
Publisher: Springer Nature
Release Date : 2022-10-26
Advances In Design And Digital Communication Iii written by Nuno Martins and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022-10-26 with Architecture categories.
This book reports on research findings and practical lessons featuring advances in the areas of digital and interaction design, graphic design and branding, design education, society and communication in design practice, and related ones. Gathering the proceedings of the 6th International Conference on Digital Design and Communication, Digicom 2022, held on November 3–5, 2022, as an hybrid event, from Barcelos, Portugal, and continuing the tradition of the previous book, it describes new design strategies and solutions to foster digital communication within and between the society, institutions and brands. By highlighting innovative ideas and reporting on multidisciplinary projects, it offers a source of inspiration for designers of all kinds, including graphic and web designers, UI, UX and social media designers, and to researchers, advertisers, artists, and brand and corporate communication managers alike.
Discourses Modes Media And Meaning In An Era Of Pandemic
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Author : Sabine Tan
language : en
Publisher: Taylor & Francis
Release Date : 2022-09-30
Discourses Modes Media And Meaning In An Era Of Pandemic written by Sabine Tan and has been published by Taylor & Francis this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022-09-30 with Language Arts & Disciplines categories.
The COVID-19 pandemic has affected all aspects of our everyday lives – from the political to the economic to the social. Using a multimodal discourse analysis approach, this dynamic collection examines various discourses, modes and media in circulation during the early stages of the pandemic, and how these have impacted our daily lives in terms of the various meanings they express. Examples include how national and international news organisations communicate important information about the virus and the crisis, the public’s reactions to such communications, the resultant (counter-)discourses as manifested in social media posts and memes, as well as the impact social distancing policies and mobility restrictions have had on people’s communication and interaction practices. The book offers a synoptic view of how the pandemic was communicated, represented and (re-)contextualised across different spheres, and ultimately hopes to help account for the significant changes we are continuing to witness in our everyday lives as the pandemic unfolds. This volume will appeal primarily to scholars in the field of (multimodal) discourse analysis. It will also be of interest to researchers and graduate students in other fields whose work focuses on the use of multimodal artefacts for communication and meaning making. The Open Access version of this book, available at http://www.taylorfrancis.com, has been made available under a Creative Commons Attribution-Non Commercial-No Derivatives 4.0 license.
Management Tourism And Smart Technologies
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Author : Álvaro Rocha
language : en
Publisher: Springer Nature
Release Date : 2024-11-20
Management Tourism And Smart Technologies written by Álvaro Rocha and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on 2024-11-20 with Computers categories.
This book features a selection of articles from the 2024 International Conference on Management, Tourism and Technologies (ICMTT ́24), held at the Universidad Nacional de San Antonio Abad del Cusco, in Cusco, Peru, between May 9 and 11, 2024. ICMTT is an international forum for researchers and practitioners to present and discuss the most recent innovations, trends, results, experiences and concerns in the several perspectives of Management, Tourism and Technologies. The main and distinctive areas covered are: Area A – Managements; Area B – Tourism; Area C – Marketing strategies in Management, Tourism and Technology; and Area D – Technology. The primary market of this book is postgraduates and researchers in Management, Tourism and Technologies fields. And the secondary market is undergraduates and professionals as well in management, tourism and technologies fields.