Download or read book Using Semiotics in Marketing written by Rachel Lawes and published by Kogan Page Publishers. This book was released on 2020-03-03 with total page 281 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Download or read book Using Semiotics in Retail written by Rachel Lawes and published by Kogan Page Publishers. This book was released on 2022-02-03 with total page 297 pages. Available in PDF, EPUB and Kindle. Book excerpt: WINNER: Business Book Awards 2023 - Sales & Marketing Boosting retail sales is more important than ever. Stand out in a global, digital marketplace, grow customer loyalty and evolve your brand by leveraging the power of semiotics online and in physical stores. Practical, accessible and based on 20 years of global marketing experience, Using Semiotics in Retail shows retailers of all sizes how to upgrade and empower their marketing, today and for the future. Discover step-by-step how to recognise and design for emerging consumer needs and create meaningful shopper experiences. Learn how to surprise and delight consumers, increase engagement and make shopping easier for everyone. It features case studies and examples from Unilever, Freshippo, H&M, Google, Toyota and many more. Using Semiotics in Retail shares game-changing marketing insights in categories such as FMCG, fashion, technology and entertainment, drawn from China, India, Mexico, the US and the UK. The book is supported by online resources that include templates and interactive exercises. Using Semiotics in Retail equips readers with a set of powerful tools which readers can use straight away to create engaging and successful retail marketing.
Download or read book Marketing Semiotics written by Laura R. Oswald and published by OUP Oxford. This book was released on 2012-02-16 with total page 234 pages. Available in PDF, EPUB and Kindle. Book excerpt: Everyday consumers buy into the concept of brands and their associated meanings - the perception of quality, a symbolic relationship, a vicarious experience, or even a sense of identity. Marketing Semiotics suggests that the extent to which consumers recognize, internalize, and relate to brand meanings is not only an academic question. These meanings contribute to 'brand equity', the financial value of intangible brand benefits that exceed the use value of goods, and impacts upon a firm's financial performance. Therefore, the management of brand equity demands first and foremost the management of brand meanings, or semiotics. The book uses structural semiotics, a discipline that extends the laws of structural linguistics to the analysis of verbal, visual, and spatial sign systems, to shed light on the cultural codes and discourse of brands. It proposes that semiotic research should form the cornerstone of brand equity management, since brands rely so heavily on sign systems that contribute to profitability by distinguishing brands from simple commodities, from competitors, and engaging consumers in the brand world. The book includes dozens of global business cases where semiotics has been used to refocus, reposition, or extend the brand to new products, customers, and markets. Drawing upon twenty years of academic and consulting experience, the book provides actionable direction for steering brands through technological and cultural change, differentiating brands in the competitive environment, and counteracting the natural depletion of brand meaning over time.
Download or read book Semiotics Marketing and Communication written by Jean-Marie Floch and published by Palgrave Macmillan. This book was released on 2001-12-14 with total page 225 pages. Available in PDF, EPUB and Kindle. Book excerpt: Semiotics, or the study of signs, plays an increasingly important role within marketing as a guide to psychological and social aspects of communication. Jean-Marie Floch provides an introduction to the potential offered by a semiotic approach to a variety of marketing and communication problems or situations. Key semiotic concepts and principles are gradually introduced using real life studies.
Download or read book Marketing and Semiotics written by Jean Umiker-Sebeok and published by Walter de Gruyter. This book was released on 2012-10-25 with total page 568 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Using Semiotics in Marketing written by Rachel Lawes and published by Kogan Page Publishers. This book was released on 2023-03-03 with total page 361 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Download or read book Persuasive Signs written by Ron Beasley and published by Walter de Gruyter. This book was released on 2010-12-14 with total page 209 pages. Available in PDF, EPUB and Kindle. Book excerpt: Using both verbal and nonverbal techniques to make its messages as persuasive as possible, advertising has become an integral component of modern-day social discourse designed to influence attitudes and lifestyle behaviors by covertly suggesting how we can best satisfy our innermost urges and aspirations through consumption. This book looks at the categories of this form of discourse from the standpoint of semiotic analysis. It deals with the signifying processes that underlie advertising messages in print, electronic, and digital form.
Download or read book Creating Value written by Laura R. Oswald and published by OUP Oxford. This book was released on 2015-01-22 with total page 206 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Download or read book Semiotics of Programming written by Kumiko Tanaka-Ishii and published by Cambridge University Press. This book was released on 2010-03-22 with total page 233 pages. Available in PDF, EPUB and Kindle. Book excerpt: Considers what computers can and cannot do, analysing how computer sign systems compare to humans through a concept of reflexivity.
Download or read book Media Literacy and Semiotics written by E. Gaines and published by Springer. This book was released on 2010-12-20 with total page 238 pages. Available in PDF, EPUB and Kindle. Book excerpt: Media Literacy and Semiotics provides helpful tools to help readers think critically about the meaning of the media images they are exposed to on a daily basis. In this comprehensive book, a basic model of semiotic logic is applied to a variety of media studies to promote critical thinking and media literacy. Elliot Gaines systematically analyzes the hidden meanings in mass-mediated products and texts, and shows how basic meaning structures underlie everything from The Daily Show to television documentaries to infotainment.
Download or read book Semiotics Self and Society written by Benjamin Lee and published by Walter de Gruyter GmbH & Co KG. This book was released on 2015-03-30 with total page 332 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Linguistics and Semiotics in Music written by Raymond Monelle and published by Routledge. This book was released on 2014-04-08 with total page 366 pages. Available in PDF, EPUB and Kindle. Book excerpt: This handbook for advanced students explains the various applications to music of methods derived from linguistics and semiotics. The book is aimed at musicians familiar with the ordinary range of aesthetic and theoretical ideas in music; no specialized knowledge of linguistic or semiotic terminology is necessary. In the two introductory chapters, semiotics is related to the tradition of music aesthetics and to well-known works like Deryck Cooke's The Language of Music, and the methods of linguistics are explained in language intelligible to musicians. There is no limitation to one school or tradition; linguistic applications not avowedly semiotic, and semiotic theories not connected with linguistics, are all included. The book gives clear and simple descriptions with ample diagrams and music examples of the 'neutral level', 'semiotic analysis', transformation and generation, structural semantics and narrative grammar, intonation theory, the ideas of C.S. Peirce, and applications in ethnomusicology.
Download or read book Classics of Semiotics written by Martin Krampen and published by Springer Science & Business Media. This book was released on 2013-06-29 with total page 279 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book is designed to usher the reader into the realm of semiotic studies. It analyzes the most important approaches to semiotics as they have developed over the last hundred years out of philosophy, linguistics, psychology, and biology. As a science of sign processes, semiotics investigates all types of com munication and information exchange among human beings, animals, plants, internal systems of organisms, and machines. Thus it encompasses most of the subject areas of the arts and the social sciences, as well as those of biology and medicine. Semiotic inquiry into the conditions, functions, and structures of sign processes is older than anyone scientific discipline. As a result, it is able to make the underlying unity of these disciplines apparent once again without impairing their function as specializations. Semiotics is, above all, research into the theoretical foundations of sign oriented disciplines: that is, it is General Semiotics. Under the name of Zei chenlehre, it has been pursued in the German-speaking countries since the age of the Enlightenment. During the nineteenth century, the systematic inquiry into the functioning of signs was superseded by historical investigations into the origins of signs. This opposition was overcome in the first half of the twentieth century by American Semiotic as well as by various directions of European structuralism working in the tradition of Semiology. Present-day General Semiot ics builds on all these developments.
Download or read book New Vocabularies in Film Semiotics written by Robert Stam and published by Routledge. This book was released on 2005-07-08 with total page 264 pages. Available in PDF, EPUB and Kindle. Book excerpt: First published in 1992. New Vocabularies in Film Semiotics provides a comprehensive lexicon of semiotic concepts. With sections on linguistics, narratology, psychoanalysis and intertextuality, it constructs an indispensable dictionary for film theory, defining over five hundred critical terms. The authors address key aspects of contemporary semiotics and cultural debate, while referring to the work of key figures such as Peirce, Saussure, Derrida, Barthes, Propp, Genette, Greimas, Kristeva, Lacan, Metz, Bellour, Heath, Mulvey, Johnston, Rose, Doane, Bakhtin and Baudrillard. The semiotic concepts are illustrated by examples drawn from the films of directors such as Welles, Dreyer, Brunel, Godard, Hitchcock, Varda, Akerman and Woody Allen. Although especially geared to the needs of film students, New Vocabularies in Film Semiotics should be useful for scholars in all areas of the arts, philosophy and literature.
Download or read book The Semiotics of Heritage Tourism written by Emma Waterton and published by Channel View Publications. This book was released on 2014-01-20 with total page 234 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book is a fast-paced and thorough re-evaluation of what heritage tourism means to the people who experience it. It draws on contemporary thinking in human geography and heritage studies, and applies it to a sector of tourism that is both pervasive yet poorly researched in terms of the perspective of tourists themselves. In a series of lucid and tightly argued chapters, it traces the use of semiotics as an analytical tool from its theoretical origins in text, through the all-important dynamics of visuality into an expanded realm of feeling and sensuality. Challenging assumptions about the way that heritage is experienced, this book uses examples from around the world to explore the semiotic landscape that surrounds heritage sites, linking what is represented about the past and how it feels to be there.
Download or read book Decoding International Law written by Susan Tiefenbrun and published by Oxford University Press. This book was released on 2010-04-14 with total page 589 pages. Available in PDF, EPUB and Kindle. Book excerpt: Violations of international law and human rights laws are the plague of the twentieth and twenty-first centuries. Violence and the flagrant violation of human rights have a naturally dramatic effect that inspires writers, film makers, artists, philosophers, historians, and legal scholars to represent these horrors in their work. In Decoding International Law: Semiotics and the Humanities, Professor Tiefenbrun helps readers understand international law as represented indirectly in the humanities.
Download or read book Transmodal Communications written by Margaret R. Hawkins and published by Multilingual Matters. This book was released on 2021-09-06 with total page 294 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book examines semiotics, meaning-making and the co-construction of relations in transmodal communications. Through the lens of transpositioning – the multiple and interwoven layers of emplacements and positionings that are entailed in communications which cross and transcend the boundaries that have historically shaped our thinking about the world and its inhabitants – the chapters interrogate digital languaging and literacies, and how transmodal communications shape identities, belongings and relationships, with particular attention paid to issues of equity and social justice. The chapter authors consider both transmodalities and critical cosmopolitanism as they analyze empirical data from youth, adults and researchers participating in a project that digitally connects youth to share their lives across diverse and under-resourced global communities. In offering this multi-perspectival, multi-voiced volume, the authors portray and address methodological issues in researching transglobal transmodal communications.
