Applying Structuralist Semiotics To Brand Image Research
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| Author | : George Rossolatos |
| Publisher | : George Rossolatos |
| Total Pages | : 83 |
| Release | : 2013 |
| Genre | : |
| ISBN | : 1105767116 |
The aim of this paper is to display a conceptual and methodological framework for brand image research by drawing on the discipline of structuralist semiotics. Upon a critical review of existing research from key authors in the brand semiotics literature and through an engagement with the concept of brand image as formulated by key authors in the marketing literature, a semiotic model is furnished for the formation of brand image and brand identity. By drawing on the structuration process of brand image along the three major strata in a brand's signification trajectory, and the key operations of reduction, redundancy, recurrence, isotopy, homologation, I focus more narrowly on how the chaining [enchaînement] of elements from the three strata is effected with view to addressing how brand image may be operationalised in structuralist semiotic terms vis a vis a brand's intended positioning, how it may be linked to a brand's advertising discourse and how the conceptual framework may yield a platform for ongoing brand image analysis and management.
| Author | : Rossolatos, George |
| Publisher | : kassel university press GmbH |
| Total Pages | : 897 |
| Release | : 2014-01-01 |
| Genre | : Political Science |
| ISBN | : 3862197069 |
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.
| Author | : |
| Publisher | : George Rossolatos |
| Total Pages | : 126 |
| Release | : |
| Genre | : |
| ISBN | : 1105772411 |
| Author | : George Rossolatos (Hrsg.) |
| Publisher | : kassel university press GmbH |
| Total Pages | : 47 |
| Release | : 2015-11-09 |
| Genre | : Branding (Marketing) |
| ISBN | : 3737600422 |
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
| Author | : George Rossolatos |
| Publisher | : Vernon Press |
| Total Pages | : 258 |
| Release | : 2023-03-07 |
| Genre | : Literary Criticism |
| ISBN | : 1648896162 |
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.
| Author | : George Rossolatos |
| Publisher | : Cambridge Scholars Publishing |
| Total Pages | : 359 |
| Release | : 2018-10-01 |
| Genre | : Social Science |
| ISBN | : 1527517896 |
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.
| Author | : Epure, Manuela |
| Publisher | : IGI Global |
| Total Pages | : 359 |
| Release | : 2018-09-28 |
| Genre | : Business & Economics |
| ISBN | : 1522557792 |
In the increasingly competitive global market, successful and meaningful intercultural advertising plays a key role in reaching out to consumers from diverse language and cultural backgrounds. Therefore, it is crucial for individuals and businesses to be able to navigate the field of marketing communications to cut through the noise in a consumerist society to persuade their target audience. The Role of Language and Symbols in Promotional Strategies and Marketing Schemes provides emerging research exploring the theoretical and practical aspects of the power of words and symbols used in promotional strategies and marketing schemes. Featuring coverage on a broad range of topics such as shock advertising, branding, and celebrity endorsement, this book is ideally designed for marketers, managers, business professionals, academicians, researchers, and graduate-level students seeking current research on the use of language and symbols in marketing tactics.
| Author | : George Rossolatos |
| Publisher | : George Rossolatos |
| Total Pages | : 189 |
| Release | : 2013-08-26 |
| Genre | : Business & Economics |
| ISBN | : 1492259691 |
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.
| Author | : Rossolatos, George |
| Publisher | : kassel university press GmbH |
| Total Pages | : 7 |
| Release | : 2015 |
| Genre | : Popular culture |
| ISBN | : 3862195562 |
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.
| Author | : Laura R. Oswald |
| Publisher | : OUP Oxford |
| Total Pages | : 234 |
| Release | : 2012-02-16 |
| Genre | : Business & Economics |
| ISBN | : 019164790X |
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.
