MARKETING SEMIOTICS

MARKETING SEMIOTICS

1. study of

   • sign
   • brand
     • sign that engages the consumer in a need of fulfillment
     • structure
       • paradigm and syntangm
         • structure the relationship between two semiotic units in rhetorical figures
         • alignment
           • the syntagmatic axis includes any configuration of contiguous terms in a text
           • substitution
             • human capacity to replace one sign for another
     • rethoric
       • They contribute to brand discourse by interpreting and organizing the meaning of an experience into a brand world.
     • persona
       • speak” to the brand philosophy, personality, and relationship to consumers
     • mythology
       • communicate a larger than life story about consumers that mitigates, in symbolic terms, social tensions and cultural paradoxes that cannot be settled by society or individuals in everyday life.
   • advertisement text
   • retail setting

2. important authors

   • pierce (1955-1988)
     • taxonomy of signs
       • iconic
         • based on similarity
       • indexical
         • based on contiguity
       • symbolic
         • based on convention
   • Saussure
     • semiotics as part of psychology
       • sing theory XIX

3. methodologies

   • data collection
     • collecting and decoding data from consumers popular culture and brand history
     • classify data
     • bind the brand into lifestyles
   • binary analysis
     • window onto the myths and archetypes that structure the collective unconscious

4. semiotics dimensions of brands

   • material
     • words/ images/ spaces logo/ package /ads
   • conventional
     • codified by tradition or rules
     • whats packages communicate
     • consumers’ interpretation and experience of marketing communication
   • contextual
     • connotations
       • culturally based, interpretation of symbols and colors
     • denotative function
       • indicates the concept as a matter of fact
   • performative
     • the ways interlocutors use semiotic codes to communicate with each other

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