Advances In Brand Semiotics Discourse Analysis

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Advances in Brand Semiotics & Discourse Analysis

Author : George Rossolatos
Publisher : Vernon Press
ISBN 13 : 1648896162
Total Pages : 258 pages
Book Rating : 4.6/5 (488 download)

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Book Synopsis Advances in Brand Semiotics & Discourse Analysis by : George Rossolatos

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.

Handbook of Brand Semiotics

Author : George Rossolatos (Hrsg.)
Publisher : kassel university press GmbH
ISBN 13 : 3737600422
Total Pages : 47 pages
Book Rating : 4.7/5 (376 download)

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Book Synopsis Handbook of Brand Semiotics by : George Rossolatos (Hrsg.)

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

Brand Equity Planning with Structuralist Rhetorical Semiotics

Author : Rossolatos, George
Publisher : kassel university press GmbH
ISBN 13 : 3862197069
Total Pages : 897 pages
Book Rating : 4.8/5 (621 download)

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Book Synopsis Brand Equity Planning with Structuralist Rhetorical Semiotics by : Rossolatos, George

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.

Marketing and Smart Technologies

Author : José Luís Reis
Publisher : Springer Nature
ISBN 13 : 9819715520
Total Pages : 862 pages
Book Rating : 4.8/5 (197 download)

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Book Synopsis Marketing and Smart Technologies by : José Luís Reis

Download or read book Marketing and Smart Technologies written by José Luís Reis and published by Springer Nature. This book was released on with total page 862 pages. Available in PDF, EPUB and Kindle. Book excerpt: Zusammenfassung: This book includes selected papers presented at the International Conference on Marketing and Technologies (ICMarkTech 2023), held at Faculty of Economics and Management (FEM), Czech University of Life Sciences Prague (CZU), in partnership with University College Prague (UCP), in Prague, Czech Republic, between 30 November and 2 December 2023. It covers up-to-date cutting-edge research on artificial intelligence applied in marketing, virtual and augmented reality in marketing, business intelligence databases and marketing, data mining and big data, marketing data science, web marketing, e-commerce and v-commerce, social media and networking, geomarketing and IoT, marketing automation and inbound marketing, machine learning applied to marketing, customer data management and CRM, and neuromarketing technologies

Handbook of Research on Advanced Research Methodologies for a Digital Society

Author : Punziano, Gabriella
Publisher : IGI Global
ISBN 13 : 1799884740
Total Pages : 919 pages
Book Rating : 4.7/5 (998 download)

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Book Synopsis Handbook of Research on Advanced Research Methodologies for a Digital Society by : Punziano, Gabriella

Download or read book Handbook of Research on Advanced Research Methodologies for a Digital Society written by Punziano, Gabriella and published by IGI Global. This book was released on 2021-09-03 with total page 919 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Destination Management and Marketing: Breakthroughs in Research and Practice

Author : Management Association, Information Resources
Publisher : IGI Global
ISBN 13 : 1799824705
Total Pages : 1214 pages
Book Rating : 4.7/5 (998 download)

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Book Synopsis Destination Management and Marketing: Breakthroughs in Research and Practice by : Management Association, Information Resources

Download or read book Destination Management and Marketing: Breakthroughs in Research and Practice written by Management Association, Information Resources and published by IGI Global. This book was released on 2020-03-06 with total page 1214 pages. Available in PDF, EPUB and Kindle. Book excerpt: The marketing of a destination necessitates strategic planning, decision making, and organization. Effective positioning will result in a strong brand that develops an emotional and productive two-way relationship. Notwithstanding, destination managers should possess relevant knowledge and understanding on traditional and contemporary marketing channels to better engage with prospective visitors. Destination Management and Marketing: Breakthroughs in Research and Practice focuses on utilizing destination branding and content marketing for sustainable growth and competitive advantage within the tourism and hospitality industry, including tools and techniques for travel branding and best practices for better tourism management strategies. Highlighting a range of topics such as service quality, sustainable tourism, and competitiveness model, this publication is an ideal reference source for government officials, travel agencies, advertisers, marketers, tour directors, hotel managers, restaurateurs, industry professionals including those within the hotel, leisure, transportation, and theme park sectors, policymakers, practitioners, academicians, researchers, and students.

Multimodal Communication

Author : May Wong
Publisher : Springer
ISBN 13 : 3030154289
Total Pages : 200 pages
Book Rating : 4.0/5 (31 download)

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Book Synopsis Multimodal Communication by : May Wong

Download or read book Multimodal Communication written by May Wong and published by Springer. This book was released on 2019-04-29 with total page 200 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book draws on visual data, ranging from advertisements to postage stamps to digital personal photography, to offer a complex interpretation of the different social functions realised by these texts as semiotic artefacts. Framed within the media environment of the city of Hong Kong, the study demonstrates the importance of social context to meaning making and social semiotic multimodal analysis. This book will be of interest to readers in the arts, humanities and social sciences, particularly within the fields of semiotics, visual studies, design studies, media and cultural studies, anthropology and sociology.

Persuasive Signs

Author : Ron Beasley
Publisher : Walter de Gruyter
ISBN 13 : 3110888009
Total Pages : 209 pages
Book Rating : 4.1/5 (18 download)

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Book Synopsis Persuasive Signs by : Ron Beasley

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.

Creating Value

Author : Laura R. Oswald
Publisher : OUP Oxford
ISBN 13 : 0191631566
Total Pages : 206 pages
Book Rating : 4.1/5 (916 download)

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Book Synopsis Creating Value by : Laura R. Oswald

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.

Using Semiotics in Marketing

Author : Rachel Lawes
Publisher : Kogan Page Publishers
ISBN 13 : 1789662087
Total Pages : 281 pages
Book Rating : 4.7/5 (896 download)

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Book Synopsis Using Semiotics in Marketing by : Rachel Lawes

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.

Towards a semiotics of brand equity: Brand coherence and communicative consistency through structuralist operations and rhetorical transformations

Author :
Publisher : George Rossolatos
ISBN 13 : 1105772411
Total Pages : 126 pages
Book Rating : 4.1/5 (57 download)

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Book Synopsis Towards a semiotics of brand equity: Brand coherence and communicative consistency through structuralist operations and rhetorical transformations by :

Download or read book Towards a semiotics of brand equity: Brand coherence and communicative consistency through structuralist operations and rhetorical transformations written by and published by George Rossolatos. This book was released on with total page 126 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Brand Hate

Author : S. Umit Kucuk
Publisher : Springer
ISBN 13 : 3030003809
Total Pages : 200 pages
Book Rating : 4.0/5 (3 download)

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Book Synopsis Brand Hate by : S. Umit Kucuk

Download or read book Brand Hate written by S. Umit Kucuk and published by Springer. This book was released on 2018-09-29 with total page 200 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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. It is almost impossible not to run into hateful language about companies and their brands in today’s digital consumption spaces. Consumer hostility and hate is not hidden and silent anymore but is now openly shared on many online anti-brand websites, consumer social networking sites, and complaint and review boards. 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. This newly updated edition discusses recent research findings from brand hate literature with new cases and extended managerial analysis. Thus, the book 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

Author : Colleen Cotter
Publisher : Routledge
ISBN 13 : 1317375246
Total Pages : 851 pages
Book Rating : 4.3/5 (173 download)

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Book Synopsis The Routledge Handbook of Language and Media by : Colleen Cotter

Download or read book The Routledge Handbook of Language and Media written by Colleen Cotter and published by Routledge. This book was released on 2017-08-04 with total page 851 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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

Author : Laura R. Oswald
Publisher : Oxford University Press
ISBN 13 : 0192555197
Total Pages : 365 pages
Book Rating : 4.1/5 (925 download)

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Book Synopsis Doing Semiotics by : Laura R. Oswald

Download or read book Doing Semiotics written by Laura R. Oswald and published by Oxford University Press. This book was released on 2020-06-03 with total page 365 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Semiotics and the Philosophy of Language

Author : Umberto Eco
Publisher : Indiana University Press
ISBN 13 : 9780253203984
Total Pages : 260 pages
Book Rating : 4.2/5 (39 download)

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Book Synopsis Semiotics and the Philosophy of Language by : Umberto Eco

Download or read book Semiotics and the Philosophy of Language written by Umberto Eco and published by Indiana University Press. This book was released on 1986-07-22 with total page 260 pages. Available in PDF, EPUB and Kindle. Book excerpt: "Eco wittily and enchantingly develops themes often touched on in his previous works, but he delves deeper into their complex nature . . . this collection can be read with pleasure by those unversed in semiotic theory." —Times Literary Supplement

Discourse and Technology

Author : Philip LeVine
Publisher : Georgetown University Press
ISBN 13 : 9781589013117
Total Pages : 242 pages
Book Rating : 4.0/5 (131 download)

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Book Synopsis Discourse and Technology by : Philip LeVine

Download or read book Discourse and Technology written by Philip LeVine and published by Georgetown University Press. This book was released on 2004-02-16 with total page 242 pages. Available in PDF, EPUB and Kindle. Book excerpt: The overarching theme of Discourse and Technology is cutting-edge in the field of linguistics: multimodal discourse. This volume opens up a discussion among discourse analysts and others in linguistics and related fields about the two-fold impact of new communication technologies: The impact on how discourse data is collected, transcribed, and analyzed—and the impact that these technologies are having on social interaction and discourse. As inexpensive tape recorders allowed the field to move beyond text, written or printed language, to capture talk—discourse as spoken language—the information explosion (including cell phones, video recorders, Internet chat rooms, online journals, and the like) has moved those in the field to recognize that all discourse is, in various ways, "multimodal," constructed through speech and gesture, as well as through typography, layout, and the materials employed in the making of texts. The contributors have responded to the expanding scope of discourse analysis by asking five key questions: Why should we study discourse and technology and multimodal discourse analysis? What is the role of the World Wide Web in discourse analysis? How does one analyze multimodal discourse in studies of social actions and interactions? How does one analyze multimodal discourse in educational social interactions? and, How does one use multimodal discourse analyses in the workplace? The vitality of these explorations opens windows onto even newer horizons of discourse and discourse analysis.

Advances in Design and Digital Communication III

Author : Nuno Martins
Publisher : Springer Nature
ISBN 13 : 303120364X
Total Pages : 839 pages
Book Rating : 4.0/5 (312 download)

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Book Synopsis Advances in Design and Digital Communication III by : Nuno Martins

Download or read book Advances in Design and Digital Communication III written by Nuno Martins and published by Springer Nature. This book was released on 2022-10-26 with total page 839 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.