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.
Handbook Of Research On Advanced Research Methodologies For A Digital Society
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Author : Punziano, Gabriella
language : en
Publisher: IGI Global
Release Date : 2021-09-03
Handbook Of Research On Advanced Research Methodologies For A Digital Society written by Punziano, Gabriella and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-09-03 with Reference categories.
Doing research is an ever-changing challenge for social scientists. This challenge is harder than ever today as current societies are changing quickly and in many, sometimes conflicting, directions. Social phenomena, personal interactions, and formal and informal relationships are becoming more borderless and disconnected from the anchors of the offline “reality.” These dynamics are heavily marking our time and are suggesting evolutionary challenges in the ways we know, interpret, and analyze the world. Internet and computer-mediated communication (CMC) is being incorporated into every aspect of daily life, and social life has been deeply penetrated by the internet. This is due to recent technological developments that increase the scope and range of online social spaces and the forms and time of participation such as Web 2.0, which widened the opportunities for user-generated content, the emergence of an “internet of things,” and of ubiquitous mobile devices that make it possible to always be connected. This implies an adjustment to epistemological and methodological stances for conducting social research and an adaption of traditional social research methods to the specificities of online interactions in the digital society. The Handbook of Research on Advanced Research Methodologies for a Digital Society covers the different strands of methods most affected by the change in a digital society and develops a broader theoretical reflection on the future of social research in its challenge to always be fitting, suitable, adaptable, and pertinent to the society to be studied. The chapters are geared towards unlocking the future frontiers and potential for social research in the digital society. They include theoretical, epistemological, and ontological reflections about the digital research methods as well as innovative methods and tools to collect, analyze, and interpret data. This book is ideal for social scientists, practitioners, librarians, researchers, academicians, and students interested in social research methodology and its developments in the digital scenario.
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.
Handbook Of Brand Semiotics
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Author : George Rossolatos (Hrsg.)
language : en
Publisher: kassel university press GmbH
Release Date : 2015-11-09
Handbook Of Brand Semiotics written by George Rossolatos (Hrsg.) 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 2015-11-09 with Branding (Marketing) categories.
Semiotics has been making progressively inroads into marketing research over the past thirty years. Despite the amply demonstrated conceptual appeal and empirical pertinence of semiotic perspectives in various marketing research streams, spanning consumer research, brand communications, branding and consumer cultural studies, there has been a marked deficit in terms of consolidating semiotic brand-related research under a coherent disciplinary umbrella with identifiable boundaries and research agenda. The Handbook of Brand Semiotics furnishes a compass for the perplexed, a set of anchors for the inquisitive and a solid corpus for scholars, while highlighting the conceptual richness and methodological diversity of semiotic perspectives. Written by a team of expert scholars in various semiotics and branding related fields, such as John A. Bateman, David Machin, Xavier Ruiz Collantes, Kay L. O’Halloran, Dario Mangano, George Rossolatos, Merce Oliva, Per Ledin, Gianfranco Marrone, Francesco Mangiapane, Jennie Mazur, Carlos Scolari, Ilaria Ventura, and edited by George Rossolatos, Chief Editor of the International Journal of Marketing Semiotics, the Handbook is intended as a point of reference for researchers who wish to enter the ‘House of Brand Semiotics’ and explore its marvels. The Handbook of Brand Semiotics, actively geared towards an inter-disciplinary dialogue between perspectives from marketing and semiotics, features the state-of-the-art, but also offers directions for future research in key streams, such as: Analyzing and designing brand language across media Brand image, brand symbols, brand icons vs. iconicity The contribution of semiotics to transmedia storytelling Narrativity and rhetorical approaches to branding Semiotic roadmap for designing brand identity Semiotic roadmap for designing logos and packaging Comparative readings of structuralist, Peircean and sociosemiotic approaches to brandcomms Sociosemiotic accounts of building brand identity online Multimodality and Multimodal critical discourse analysis Challenging the omnipotence of cognitivism in brand- related research Semiotics and (inter)cultural branding Brand equity semiotics
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.