Download or read book Rhetor Dixit Understanding Ad Texts Rhetorical Structure for Differential Figurative Advantage written by George Rossolatos and published by George Rossolatos. This book was released on 2013-08-26 with total page 189 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book was put together over the course of the past three years and is the outcome of the author's publications in the multimodal advertising rhetoric research field and projects that were undertaken with the employment of the //rhetor.dixit//(c) model. It features four chapters that span different, yet interlocking aspects of ad texts' multimodal rhetorical configuration and culminates in a practical guide for the analysis of the verbo-visual rhetorical structure of TV ad texts, based on the unique methodology of the //rhetor.dixit//(c) model on offer by //disruptiVesemiOtics//. //rhetor.dixit//: Understanding ad texts' rhetorical structure for differential figurative advantage neither seeks to cover exhaustively issues in any of the traditional fields of concern to the discipline of rhetoric (an impossible endeavor, indeed, within the contours of a single book), nor to address all issues on top of the current agenda in multimodal advertising rhetoric. Its mission is to present key facets of current research in multimodal advertising discourse, largely dispersed and spread out in multiple disciplines, including semiotics, in such a manner as to enable the reader to get to grips with the benefits that stem from employing a content analytic approach for the ongoing management of the modes of rhetorical configuration of advertising texts. The combination of an interpretivist approach with the methodical outlook yielded by content analysis affords to transform multimodal rhetorical analysis of advertising texts from a theoretical enterprise geared towards making sense of how meaning emerges through the figurative language of advertising to a systematic method for managing advertising textuality, in such a manner as to enable practitioners in marketing related disciplines (e.g., account planning, marketing research, brand management) to actively manage how brand meaning is generated through distinctive modes of rhetorical configuration. The managerial orientation of the //rhetor.dixit//(c) model is intended to enhance understanding as to how a brand's intellectual capital is configured and, moreover, to point to directions whereby what I call a brand's figurative first mover advantage and differential figurative advantages may be furnished to a brand's discourse. The systematic understanding of a brand's distinctive modes of rhetorical configuration is not just a 'nice-to-have' add-on in a metrics dashboard, but a prerequisite for managing brands as constellations of figurative elements and modes of connectivity among figurative elements, which are part and parcel of a brand's textual essence.
Download or read book Brand Equity Planning with Structuralist Rhetorical Semiotics written by Rossolatos, George and published by kassel university press GmbH. This book was released on 2014-01-01 with total page 897 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Download or read book Handbook of Brand Semiotics written by George Rossolatos (Hrsg.) and published by kassel university press GmbH. This book was released on 2015-11-09 with total page 47 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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
Download or read book Advances in Brand Semiotics Discourse Analysis written by George Rossolatos and published by Vernon Press. This book was released on 2023-03-07 with total page 258 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Download or read book Readings in Numanities written by Oana Andreica and published by Springer. This book was released on 2017-11-30 with total page 342 pages. Available in PDF, EPUB and Kindle. Book excerpt: This unique book gathers articles from the numanistic perspective of multidisciplinarity and innovation, connected by three main theoretical interests or overarching themes: music, semiotics and translation. Offering an eclectic collection of innovative papers that address such topics as culture, musicology, art consumption, meaning, codes and national identities, to name a few, it has a broad appeal across the humanities and social sciences. The contributing authors draw on various schools and methodologies, including psychology, psychoanalysis, social semiotics, semiotic modelling, deconstruction and cultural analysis. By approaching established themes in new and challenging ways, this highly engaging book has the potential to advance the state of the art in various topics. It appeals to all scholars investigating cultural identity, linguistics and translation, music consumption, performance, semiotic theories and various intersections of these and related topics.
Download or read book Semiotics of Popular Culture written by Rossolatos, George and published by kassel university press GmbH. This book was released on 2015 with total page 7 pages. Available in PDF, EPUB and Kindle. Book excerpt: Cultural studies constitutes one of the most multi-perspectival research fields. Amidst a polyvocal theoretical landscape that spans different disciplines semiotics is of foundational value. In an attempt to effectively address the conceptual richness of the semiotic discipline, a wide roster of perspectives is evoked in this book against the background of a diverse set of cultural phenomena, including structuralist and post-structuralist semiotics, semiotically informed psychoanalysis, cultural semiotics, film semiotics, sociosemiotics, but also, to a lesser extent, music semiotics and more niche, but certainly promising perspectives, such as postmodern semiotics, ethnosemiotics, phenomenological semiotics and rhetorical semiotics. The recruitment of semiotic frameworks and concepts is enacted against the background of advances in cultural studies (thus reinstating the dialogue with a discipline that took form by drawing on semiotics in the first place) and the various research streams that have become consolidated within the wider cultural studies territory, such as memory studies, celebrity studies, death studies, cultural geography, visual studies. At the same time, the offered readings engage dialogically with Consumer Culture Theory.
Download or read book Interdiscursive Readings in Cultural Consumer Research written by George Rossolatos and published by Cambridge Scholars Publishing. This book was released on 2018-10-01 with total page 359 pages. Available in PDF, EPUB and Kindle. Book excerpt: The cultural consumption research landscape of the 21st century is marked by an increasing cross-disciplinary fermentation. At the same time, cultural theory and analysis have been marked by successive ‘inter-’ turns, most notably with regard to the Big Four: multimodality (or intermodality), interdiscursivity, transmediality (or intermediality), and intertextuality. This book offers an outline of interdiscursivity as an integrative platform for accommodating these notions. To this end, a call for a return to Foucault is issued via a critical engagement with the so-called practice-turn. This re-turn does not seek to reconstitute venerably Foucauldianism, but to theorize ‘inters-’ as vanishing points that challenge the integrity of discrete cultural orders in non-convergent manners. The propounded interdiscursivity approach is offered as a reading strategy that permeates the contemporary cultural consumption phenomena that are scrutinized in this book, against a pan-consumptivist framework. By drawing on qualitative and mixed methods research designs, facilitated by CAQDAS software, the empirical studies that are hosted here span a vivid array of topics that are directly relevant to both traditional and new media researchers, such as the consumption of ideologies in Web 2.0 social movements, the ability of micro-celebrities to act as cultural game-changers, the post-loyalty abjective consumption ethos. The theoretically novel approaches on offer are coupled with methodological innovations in areas such as user-generated content, artists’ branding, and experiential consumption.
Download or read book Handbook of Brand Semiotics written by George Rossolatos and published by . This book was released on 2015 with total page 459 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Targeting Culture written by George Rossolatos and published by . This book was released on 2019-07-06 with total page 176 pages. Available in PDF, EPUB and Kindle. Book excerpt: Currently, 1 out of 10 US citizens lays claim to being targeted in a certain way. Do these allegations signal the onset of mass psychosis, a social epidemic of unheard of proportions or a ubiquitous lived reality that affects millions, yet without any obvious and self-explanatory reasons why? Targeting Culture: Making the Invisible Visible offers a comprehensive social theoretic framework for making sense of a largely invisible threat or for how the invisible may be made visible. By adopting as interpretive platform a critical discourse analytic approach, it dimensionalizes the culture of targeting on three levels, micro, meso and macro. At the same time, the analytic highlights salient legal facets, while suggesting that this complex, multi-act, multi-perpetrator crime of multiple composite causality involving interdiscursive chains between lay and institutional discourses may be effectively addressed on the grounds of a multi-dimensional legal model, such as that of indirect perpetration in organized power mechanisms. In order to facilitate the reader's understanding of the subtle nuances of this new cultural phenomenon, a lavish array of concepts is offered to the reader, spanning various perspectives from the humanities and the social sciences, such as psychoanalysis, microsociology, religious studies, social cybernetics, systems theory, multimodal rhetorical studies, philosophy, cultural studies, legal studies. About the authorGeorge Rossolatos (MSc, MBA, PhD) is an academic researcher, marketing practitioner, and the editor of the International Journal of Marketing Semiotics & Discourse Studies. Major publications include Targeting Culture: Making the Invisible Visible (2019), Interdiscursive Readings in Cultural Consumer Research (2018), Handbook of Brand Semiotics (2015; ed. and co-author), Semiotics of Popular Culture (2015), Brand Equity Planning with Structuralist Rhetorical Semiotics (2012, 2014), //rhetor.dixit//: Understanding Ad Texts' Rhetorical Structure for Differential Figurative Advantage (2013), Applying Structuralist Semiotics to Brand Image Research (2012), Interactive Advertising: Dynamic Communication in the Information Age (2002; ed. and co-author), plus numerous articles in academic and trade journals. His research interests focus on cultural consumer research/popular culture, branding/advertising, and digital marketing/new media.
Download or read book Semiotics of Popular Culture written by George Rossolatos and published by BoD – Books on Demand. This book was released on 2015-01-01 with total page 198 pages. Available in PDF, EPUB and Kindle. Book excerpt: Cultural studies constitutes one of the most multi-perspectival research fields. Amidst a polyvocal theoretical landscape that spans different disciplines semiotics is of foundational value. In an attempt to effectively address the conceptual richness of the semiotic discipline, a wide roster of perspectives is evoked in this book against the background of a diverse set of cultural phenomena, including structuralist and post-structuralist semiotics, semiotically informed psychoanalysis, cultural semiotics, film semiotics, sociosemiotics, but also, to a lesser extent, music semiotics and more niche, but certainly promising perspectives, such as postmodern semiotics, ethnosemiotics, phenomenological semiotics and rhetorical semiotics. The recruitment of semiotic frameworks and concepts is enacted against the background of advances in cultural studies (thus reinstating the dialogue with a discipline that took form by drawing on semiotics in the first place) and the various research streams that have become consolidated within the wider cultural studies territory, such as memory studies, celebrity studies, death studies, cultural geography, visual studies. At the same time, the offered readings engage dialogically with Consumer Culture Theory.
Download or read book Unpacking Creativity written by Paula Pérez Sobrino and published by Cambridge University Press. This book was released on 2021-09-02 with total page 323 pages. Available in PDF, EPUB and Kindle. Book excerpt: Using evidence-based research, this book shows how to maximise the benefits of creative metaphor and metonymy in global advertising.
Download or read book Aids to Reflection in the Formation of a Manly Character on the Several Grounds of Prudence Morality and Religion written by Samuel Taylor Coleridge and published by . This book was released on 1836 with total page 434 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book History and Poetics of Intertextuality written by Marko Juvan and published by Purdue University Press. This book was released on 2008 with total page 226 pages. Available in PDF, EPUB and Kindle. Book excerpt: The poetics of intertextuality proposed in this book, based mainly on semiotics, elucidates factors determining the socio-historically elusive border between general intertextuality and citationality, and explores modes of intertextual representation.
Download or read book A Reader s Guide to Contemporary Literary Theory written by Raman Selden and published by . This book was released on 1989 with total page 180 pages. Available in PDF, EPUB and Kindle. Book excerpt: Unsurpassed as a text for upper-division and beginning graduate students, Raman Selden's classic text is the liveliest, most readable and most reliable guide to contemporary literary theory. Includes applications of theory, cross-referenced to Selden's companion volume, Practicing Theory and Reading Literature.
Download or read book A Thesaurus of English Word Roots written by Horace Gerald Danner and published by Rowman & Littlefield. This book was released on 2014-03-27 with total page 1007 pages. Available in PDF, EPUB and Kindle. Book excerpt: Horace G. Danner’s A Thesaurus of English Word Roots is a compendium of the most-used word roots of the English language. As Timothy B. Noone notes in his foreword: “Dr. Danner’s book allows you not only to build up your passive English vocabulary, resulting in word recognition knowledge, but also gives you the rudiments for developing your active English vocabulary, making it possible to infer the meaning of words with which you are not yet acquainted. Your knowledge can now expand and will do so exponentially as your awareness of the roots in English words and your corresponding ability to decode unfamiliar words grows apace. This is the beginning of a fine mental linguistic library: so enjoy!” In A Thesaurus of English Word Roots, all word roots are listed alphabetically, along with the Greek or Latin words from which they derive, together with the roots’ original meanings. If the current meaning of an individual root differs from the original meaning, that is listed in a separate column. In the examples column, the words which contain the root are then listed, starting with their prefixes, for example, dysacousia, hyperacousia. These root-starting terms then are followed by terms where the root falls behind the word, e.g., acouesthesia and acoumeter. These words are followed by words where the root falls in the middle or the end, as in such terms as bradyacusia and odynacusis.. In this manner, A Thesaurus of English Word Roots places the word in as many word families as there are elements in the word. This work will interest linguists and philologists and anyone interested in the etymological aspects of English language.
Download or read book Cicero Philippic 2 44 50 78 92 100 119 written by Ingo Gildenhard and published by Open Book Publishers. This book was released on 2018-09-03 with total page 488 pages. Available in PDF, EPUB and Kindle. Book excerpt: Cicero composed his incendiary Philippics only a few months after Rome was rocked by the brutal assassination of Julius Caesar. In the tumultuous aftermath of Caesar’s death, Cicero and Mark Antony found themselves on opposing sides of an increasingly bitter and dangerous battle for control. Philippic 2 was a weapon in that war. Conceived as Cicero’s response to a verbal attack from Antony in the Senate, Philippic 2 is a rhetorical firework that ranges from abusive references to Antony’s supposedly sordid sex life to a sustained critique of what Cicero saw as Antony’s tyrannical ambitions. Vituperatively brilliant and politically committed, it is both a carefully crafted literary artefact and an explosive example of crisis rhetoric. It ultimately led to Cicero’s own gruesome death. This course book offers a portion of the original Latin text, vocabulary aids, study questions, and an extensive commentary. Designed to stretch and stimulate readers, Ingo Gildenhard’s volume will be of particular interest to students of Latin studying for A-Level or on undergraduate courses. It extends beyond detailed linguistic analysis to encourage critical engagement with Cicero, his oratory, the politics of late-republican Rome, and the transhistorical import of Cicero’s politics of verbal (and physical) violence.
Download or read book Horace and the Gift Economy of Patronage written by Phebe Lowell Bowditch and published by Univ of California Press. This book was released on 2001-03-02 with total page 296 pages. Available in PDF, EPUB and Kindle. Book excerpt: Using modern literary and anthropological theory, Bowditch investigates the relationship between Roman poets and patrons, based on a detailed study of selected Odes and Epistles which throw light on the dynamic relationship between Horace and his own patron Maecenas.
