Using Semiotics In Marketing
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Using Semiotics In Marketing
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Author : Rachel Lawes
language : en
Publisher: Kogan Page Publishers
Release Date : 2023-03-03
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 2023-03-03 with Business & Economics categories.
Semiotics is a superpower for marketers. It's a proven, powerful method of uncovering consumer insight, tailoring brand strategies that work and generating profit for brands. Companies such as Unilever and P&G have attested to the success of Lawes semiotics in stimulating innovation and boosting sales. Now newly updated, this second edition is packed with even more revelations about brands, consumers and their emerging needs. Three new chapters reveal the unseen social forces that drive the Be Kind movement, public appetite for sincerity and the emotions of younger generations. Using Semiotics in Marketing is an acclaimed how-to guide that makes semiotics accessible. It ensures all agency-side and client-side marketers can pick up the skills to use and apply semiotics to brands and is the only book on semiotics ever published that sets out a complete blueprint for research projects. This is your one-stop guide to learn how to write briefs and proposals, design projects, conduct analysis, write reports and present research findings. Start using semiotics today. Position and launch new brands, rejuvenate established ones, design products and packaging and inspire timely and provocative ad campaigns. See the future. Innovate.
Marketing Semiotics
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Author : Laura R. Oswald
language : en
Publisher: Oxford University Press
Release Date : 2012-02-16
Marketing 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 2012-02-16 with Business & Economics categories.
The book discusses the concept of brand equity and its impact on the financial performance of a company through analysis of the 'semiotics' of the brand and its sign systems. Including case studies, it provides an actionable strategy for steering brands through internal and external changes and pressures.
Marketing And Semiotics
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Author : Jean Umiker-Sebeok
language : en
Publisher: Walter de Gruyter
Release Date : 2012-10-25
Marketing And Semiotics written by Jean Umiker-Sebeok and has been published by Walter de Gruyter this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-10-25 with Language Arts & Disciplines categories.
No detailed description available for "Marketing and Semiotics".
Creating Value
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Author : Laura R. Oswald
language : en
Publisher: Oxford University Press
Release Date : 2015
Creating Value 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 2015 with Business & Economics categories.
In global consumer culture, brands structure an economy of symbolic exchange that gives value to the meanings consumers attach to the brand name, logo, and product category. Brand meaning is not just a value added to the financial value of goods, but has material impact on financial markets themselves. Strong brands leverage consumer investments in the cultural myths, social networks, and ineffable experiences they associate with marketing signs and rituals. Creating Value: The Theory and Practice of Marketing Semiotic Research is a guide to managing these investments by managing the cultural codes that define value in a market or consumer segment. The book extends the discussion beyond the basics of semiotics to post-structural debates related to ethnographic performance, multicultural consumer identity, the digitalized consumer, and heterotopic experiences of consumer space. The book invites readers to challenge the current thinking on topics ranging from cultural branding and brand rhetoric to digital media management and service site design. It also emphasizes the role of product category codes and cultural trends in the production of perceived value. Creating Value explains theory in language that is accessible to academics and students, as well as research practitioners and marketers. By applying semiotics to the everyday world of the marketplace, the book makes sense of the semiotics discipline, which is often mystified by technical jargon and hair-splitting debate in the academic literature. The book also provides practitioners and professors with a practical guide to the methods used in semiotic research across the marketing mix.
The Role Of Language And Symbols In Promotional Strategies And Marketing Schemes
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Author : Manuela Epure
language : en
Publisher: Business Science Reference
Release Date : 2018-12-14
The Role Of Language And Symbols In Promotional Strategies And Marketing Schemes written by Manuela Epure and has been published by Business Science Reference this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-12-14 with categories.
"This book explores the power of words and symbols used by promotional strategies and marketing schemes. It analyses how the consumers' choices are influenced by words, signs and symbols used in marketing communication. It also investigates the role of language as a tool of manipulation rather than of mere persuasion"--
Interactive Media The Semiotics Of Embodied Interaction
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Author : Shaleph O'Neill
language : en
Publisher: Springer Science & Business Media
Release Date : 2008-09-18
Interactive Media The Semiotics Of Embodied Interaction written by Shaleph O'Neill and has been published by Springer Science & Business Media this book supported file pdf, txt, epub, kindle and other format this book has been release on 2008-09-18 with Computers categories.
The author discusses the existing theoretical approaches of semiotically informed research in HCI, what is useful and the limitations. He proposes a radical rethink to this approach through a re-evaluation of important semiotic concepts and applied semiotic methods. Using a semiotic model of interaction he explores this concept through several studies that help to develop his argument. He concludes that this semiotics of interaction is more appropriate than other versions because it focuses on the characteristics of interactive media as they are experienced and the way in which users make sense of them rather than thinking about interface design or usability issues.
Doing Semiotics
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Author : Laura R. Oswald
language : en
Publisher:
Release Date : 2020
Doing Semiotics written by Laura R. Oswald and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020 with Business & Economics categories.
Using applied semiotics, this book shows readers how to leverage the cultural codes that structure communication and sociality, endow things with value, and help us navigate social space and cultural change to solve business problems, foster innovation, and create meaningful experiences for consumers.
The Semiotics Of Consumption
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Author : Morris B. Holbrook
language : en
Publisher: Walter de Gruyter
Release Date : 2012-01-02
The Semiotics Of Consumption written by Morris B. Holbrook and has been published by Walter de Gruyter this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-01-02 with Language Arts & Disciplines categories.
No detailed description available for "The Semiotics of Consumption".
Semiotics
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Author : Daniel Chandler
language : en
Publisher: Psychology Press
Release Date : 2004
Semiotics written by Daniel Chandler and has been published by Psychology Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2004 with Language Arts & Disciplines categories.
Following the successful Basics format, this is the book for anyone coming to semiotics for the first time. Using jargon-free language and lively, up-to-date examples, Semiotics: The Basics demystifies this highly interdisciplinary subject. Along the way, the reader will find out: What is a sign? Which codes do we take for granted? What is a text? How can semiotics be used in textual analysis? Who were Saussure, Peirce, Barthes and Jakobson - and why are they important? Features include a glossary of key terms and realistic suggestions for further reading. There is also a highly-developed and long-established online version of the book at: www aber.ac.uk/media/Documents/S4B.
An Introduction To Applied Semiotics
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Author : Louis Hébert
language : en
Publisher: Routledge
Release Date : 2019-11-28
An Introduction To Applied Semiotics written by Louis Hébert and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-11-28 with Literary Criticism categories.
An Introduction to Applied Semiotics presents nineteen semiotics tools for text and image analysis. Covering a variety of different schools and approaches, together with the author’s own original approach, this is a full and synthetic introduction to semiotics. This book presents general tools that can be used with any semiotic product. Drawing on the work of Fontanille, Genette, Greimas, Hébert, Jakobson, Peirce, Rastier and Zilberberg, the tools deal with the analysis of themes and action, true and false, positive and negative, rhythm narration and other elements. The application of each tool is illustrated with analyses of a wide range of texts and images, from well-known or distinctive literary texts, philosophical or religious texts or images, paintings, advertising and everyday signs and symbols. Each chapter has the same structure – summary, theory and application, making it ideal for course use. Covering both visual and textual objects, this is a key text for all courses in semiotics and textual analysis within linguistics, communication studies, literary theory, design, marketing and related areas.