Brand Equity Planning With Structuralist Rhetorical Semiotics

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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.

Brand Equity Planning with Structuralist Rhetorical Semiotics

Author : George Rossolatos
Publisher :
ISBN 13 : 9783862197071
Total Pages : 0 pages
Book Rating : 4.1/5 (97 download)

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

Download or read book Brand Equity Planning with Structuralist Rhetorical Semiotics written by George Rossolatos and published by . This book was released on 2014 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt:

//Rhetor. Dixit// Understanding Ad Texts' Rhetorical Structure for Differential Figurative Advantage

Author : George Rossolatos
Publisher : George Rossolatos
ISBN 13 : 1492259691
Total Pages : 189 pages
Book Rating : 4.4/5 (922 download)

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Book Synopsis //Rhetor. Dixit// Understanding Ad Texts' Rhetorical Structure for Differential Figurative Advantage by : George Rossolatos

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.

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

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.

Interdiscursive Readings in Cultural Consumer Research

Author : George Rossolatos
Publisher : Cambridge Scholars Publishing
ISBN 13 : 1527517896
Total Pages : 359 pages
Book Rating : 4.5/5 (275 download)

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Book Synopsis Interdiscursive Readings in Cultural Consumer Research by : George Rossolatos

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.

Semiotics of Popular Culture

Author : Rossolatos, George
Publisher : kassel university press GmbH
ISBN 13 : 3862195562
Total Pages : 7 pages
Book Rating : 4.8/5 (621 download)

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Book Synopsis Semiotics of Popular Culture by : Rossolatos, George

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.

Engaging Learners with Semiotics

Author : Ruth Gannon-Cook
Publisher : BRILL
ISBN 13 : 9004399798
Total Pages : 326 pages
Book Rating : 4.0/5 (43 download)

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Book Synopsis Engaging Learners with Semiotics by : Ruth Gannon-Cook

Download or read book Engaging Learners with Semiotics written by Ruth Gannon-Cook and published by BRILL. This book was released on 2020-11-09 with total page 326 pages. Available in PDF, EPUB and Kindle. Book excerpt: This educators’ introduction to semiotics describes a communications phenomenon that has permeated and influenced learner attitudes, behaviors and cognition in any learning environment but especially formal mediated learning environments. Relevant semiotic theory is meaningfully integrated into each chapter.

The Handbook of Organizational Rhetoric and Communication

Author : Oyvind Ihlen
Publisher : John Wiley & Sons
ISBN 13 : 1119265754
Total Pages : 726 pages
Book Rating : 4.1/5 (192 download)

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Book Synopsis The Handbook of Organizational Rhetoric and Communication by : Oyvind Ihlen

Download or read book The Handbook of Organizational Rhetoric and Communication written by Oyvind Ihlen and published by John Wiley & Sons. This book was released on 2018-05-10 with total page 726 pages. Available in PDF, EPUB and Kindle. Book excerpt: A one-stop source for scholars and advanced students who want to get the latest and best overview and discussion of how organizations use rhetoric While the disciplinary study of rhetoric is alive and well, there has been curiously little specific interest in the rhetoric of organizations. This book seeks to remedy that omission. It presents a research collection created by the insights of leading scholars on rhetoric and organizations while discussing state-of-the-art insights from disciplines that have and will continue to use rhetoric. Beginning with an introduction to the topic, The Handbook of Organizational Rhetoric and Communication offers coverage of the foundations and macro-contexts of rhetoric—as well as its use in organizational communication, public relations, marketing, management and organization theory. It then looks at intellectual and moral foundations without which rhetoric could not have occurred, discussing key concepts in rhetorical theory. The book then goes on to analyze the processes of rhetoric and the challenges and strategies involved. A section is also devoted to discussing rhetorical areas or genres—namely contextual application of rhetoric and the challenges that arise, such as strategic issues for management and corporate social responsibility. The final part seeks to answer questions about the book’s contribution to the understanding of organizational rhetoric. It also examines what perspectives are lacking, and what the future might hold for the study of organizational rhetoric. Examines the advantages and perils of organizations that seek to project their voices in order to shape society to their benefits Contains chapters working in the tradition of rhetorical criticism that ask whether organizations’ rhetorical strategies have fulfilled their organizational and societal value Discusses the importance of obvious, traditional, nuanced, and critically valued strategies such as rhetorical interaction in ways that benefit discourse Explores the potential, risks, paradoxes, and requirements of engagement Reflects the views of a team of scholars from across the globe Features contributions from organization-centered fields such as organizational communication, public relations, marketing, management, and organization theory The Handbook of Organizational Rhetoric and Communication will be an ideal resource for advanced undergraduate students, graduate students, and scholars studying organizational communications, public relations, management, and rhetoric.

The Wiley Blackwell Encyclopedia of Consumption and Consumer Studies

Author : Daniel Thomas Cook
Publisher : John Wiley & Sons
ISBN 13 : 0470672846
Total Pages : 630 pages
Book Rating : 4.4/5 (76 download)

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Book Synopsis The Wiley Blackwell Encyclopedia of Consumption and Consumer Studies by : Daniel Thomas Cook

Download or read book The Wiley Blackwell Encyclopedia of Consumption and Consumer Studies written by Daniel Thomas Cook and published by John Wiley & Sons. This book was released on 2015-03-02 with total page 630 pages. Available in PDF, EPUB and Kindle. Book excerpt: With entries detailing key concepts, persons, and approaches, The Wiley Blackwell Encyclopedia of Consumption and Consumer Studies provides definitive coverage of a field that has grown dramatically in scope and popularity around the world over the last two decades. Includes over 200 A-Z entries varying in length from 500 to 5,000 words, with a list of suggested readings for each entry and cross-references, as well as a lexicon by category, and a timeline Brings together the latest research and theories in the field from international contributors across a range of disciplines, from sociology, cultural studies, and advertising to anthropology, business, and consumer behavior Available online with interactive cross-referencing links and powerful searching capabilities within the work and across Wiley’s comprehensive online reference collection or as a single volume in print www.consumptionandconsumerstudies.com

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:

Tattoos in crime and detective narratives

Author : Kate Watson
Publisher : Manchester University Press
ISBN 13 : 1526128691
Total Pages : 438 pages
Book Rating : 4.5/5 (261 download)

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Book Synopsis Tattoos in crime and detective narratives by : Kate Watson

Download or read book Tattoos in crime and detective narratives written by Kate Watson and published by Manchester University Press. This book was released on 2019-07-04 with total page 438 pages. Available in PDF, EPUB and Kindle. Book excerpt: Examining representations of the tattoo and tattooing in literature, television, and film from two periods of tattoo renaissance (1851-1914, and 1955 to present), this study makes an original contribution to understandings of crime and detective genre and the ways in which tattoos act as a mimetic device that marks and remarks these narratives in complex ways.

Multimodality in the Built Environment

Author : Louise J. Ravelli
Publisher : Routledge
ISBN 13 : 1134747977
Total Pages : 215 pages
Book Rating : 4.1/5 (347 download)

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Book Synopsis Multimodality in the Built Environment by : Louise J. Ravelli

Download or read book Multimodality in the Built Environment written by Louise J. Ravelli and published by Routledge. This book was released on 2015-11-19 with total page 215 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book provides an extended exploration of the multimodal analysis of spatial (three-dimensional) texts of the built environment, culminating in a holistic approach termed Spatial Discourse Analysis (SpDA). Based on existing frameworks of multimodal analysis, this book applies, adapts, and extends these frameworks to spatial texts. The authors argue that choices in spatial design create meanings about what we perceive and how we can or should behave within spatial texts, influence how we feel in and about those spaces, and enable these texts to function as coherent wholes. Importantly, a spatial text, once built, is also a resource which is then used, and an essential aspect of understanding these texts is to consider what users themselves contribute to the meaning potential of these texts. The book takes the metafunctional approach familiar from Systemic-Functional Linguistics (SFL) and foregrounds each metafunction in turn (textual, interpersonal, experiential, and logical), in relation to the detailed analysis of a particular spatial text.

Brand Equity Planning with Structuralist Rhetorical Semiotics Vol. I

Author : George Rossolatos
Publisher : Createspace Independent Publishing Platform
ISBN 13 : 9781481843157
Total Pages : 0 pages
Book Rating : 4.8/5 (431 download)

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Book Synopsis Brand Equity Planning with Structuralist Rhetorical Semiotics Vol. I by : George Rossolatos

Download or read book Brand Equity Planning with Structuralist Rhetorical Semiotics Vol. I written by George Rossolatos and published by Createspace Independent Publishing Platform. This book was released on 2012-12-27 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book seeks to outline a structuralist rhetorical semiotic approach to brand equity planning, with view to addressing a crucial gap in the existing consumer research and semiotic literature (and marketing/advertising practice alike), concerning how advertising textual expressive elements may be selected, how they may be transformed into brand elements and how brand elements may be transformed into brand associations as sources of sustainable brand equity. The focus lies in demonstrating the usefulness of structuralist rhetorical semiotics in the construction and ongoing management of brand associations as outcomes of sustainable brand equity. The culminating point of the research at hand consists in a rhetorical semiotic brand equity conceptual model, which will be complemented by a second volume, comprising a step-wise methodology for operationalizing the conceptual framework that is put forward in this book.

Brand Society

Author : Martin Kornberger
Publisher : Cambridge University Press
ISBN 13 : 0521898269
Total Pages : 329 pages
Book Rating : 4.5/5 (218 download)

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Book Synopsis Brand Society by : Martin Kornberger

Download or read book Brand Society written by Martin Kornberger and published by Cambridge University Press. This book was released on 2010-01-21 with total page 329 pages. Available in PDF, EPUB and Kindle. Book excerpt: A fascinating account of the way in which brands influence the lives of individuals and the organizations they work in.

Genre in a Changing World

Author : Charles Bazerman
Publisher : Parlor Press LLC
ISBN 13 : 1643170015
Total Pages : 486 pages
Book Rating : 4.6/5 (431 download)

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Book Synopsis Genre in a Changing World by : Charles Bazerman

Download or read book Genre in a Changing World written by Charles Bazerman and published by Parlor Press LLC. This book was released on 2009-09-16 with total page 486 pages. Available in PDF, EPUB and Kindle. Book excerpt: Genre studies and genre approaches to literacy instruction continue to develop in many regions and from a widening variety of approaches. Genre has provided a key to understanding the varying literacy cultures of regions, disciplines, professions, and educational settings. GENRE IN A CHANGING WORLD provides a wide-ranging sampler of the remarkable variety of current work. The twenty-four chapters in this volume, reflecting the work of scholars in Europe, Australasia, and North and South America, were selected from the over 400 presentations at SIGET IV (the Fourth International Symposium on Genre Studies) held on the campus of UNISUL in Tubarão, Santa Catarina, Brazil in August 2007—the largest gathering on genre to that date. The chapters also represent a wide variety of approaches, including rhetoric, Systemic Functional Linguistics, media and critical cultural studies, sociology, phenomenology, enunciation theory, the Geneva school of educational sequences, cognitive psychology, relevance theory, sociocultural psychology, activity theory, Gestalt psychology, and schema theory. Sections are devoted to theoretical issues, studies of genres in the professions, studies of genre and media, teaching and learning genre, and writing across the curriculum. The broad selection of material in this volume displays the full range of contemporary genre studies and sets the ground for a next generation of work.

The Social Semiotics of Mass Communication

Author : Klaus Bruhn Jensen
Publisher : SAGE Publications Limited
ISBN 13 :
Total Pages : 248 pages
Book Rating : 4.3/5 (91 download)

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Book Synopsis The Social Semiotics of Mass Communication by : Klaus Bruhn Jensen

Download or read book The Social Semiotics of Mass Communication written by Klaus Bruhn Jensen and published by SAGE Publications Limited. This book was released on 1995-07-11 with total page 248 pages. Available in PDF, EPUB and Kindle. Book excerpt: This text offers a framework for understanding the key role of the mass media in the social production of meaning. It draws on classic positions on the relations between communications and society, and on recent work in both social sciences and humanities.