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| handbook of brand semiotics: Handbook of Brand Semiotics George Rossolatos (Hrsg.), 2015-11-09 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 |
| handbook of brand semiotics: Handbook of Brand Semiotics George Rossolatos, 2015 |
| handbook of brand semiotics: Handbook of Brand Semiotics , 2016 |
| handbook of brand semiotics: International Handbook of Semiotics Peter Pericles Trifonas, 2015-05-11 This book provides an extensive overview and analysis of current work on semiotics that is being pursued globally in the areas of literature, the visual arts, cultural studies, media, the humanities, natural sciences and social sciences. Semiotics—also known as structuralism—is one of the major theoretical movements of the 20th century and its influence as a way to conduct analyses of cultural products and human practices has been immense. This is a comprehensive volume that brings together many otherwise fragmented academic disciplines and currents, uniting them in the framework of semiotics. Addressing a longstanding need, it provides a global perspective on recent and ongoing semiotic research across a broad range of disciplines. The handbook is intended for all researchers interested in applying semiotics as a critical lens for inquiry across diverse disciplines. |
| handbook of brand semiotics: Advances in Brand Semiotics & Discourse Analysis George Rossolatos, 2023-03-07 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: Semiotics and Visual Communication III Evripides Zantides, 2019-11-12 The chapters in this book consist of selected papers that were presented at the 3rd International Conference and Poster Exhibition on Semiotics and Visual Communication at the Cyprus University of Technology in November 2017. They investigate the theme of the third conference, “The Semiotics of Branding”, and look at branding and brand design as endorsing a reputation and inhabiting a status of almost mythical proportion that has triumphed over the past few decades. Emerging from its forerunner (corporate identity) to incorporate advertising, consumer lifestyles and attitudes, image-rights, market-research, customisation, global expansion, sound and semiotics, and “the consumer-as-the-brand”, the word “branding” currently appears to be bigger than its own umbrella definition. From tribal markers, such as totems, scarifications and tattoos, to emblems of power, language, fashion, architectural space, insignias of communal groups, heraldic devices, religious and political symbols, national flags and the like, a form of branding is at work that responds to the need to determine the presence and interaction of specific groups, persons or institutions through shared codes of meaning. |
| handbook of brand semiotics: Handbook of Semiotics Winfried Noth, 1990-09-22 History and Classics of Modern Semiotics -- Sign and Meaning -- Semiotics, Code, and the Semiotic Field -- Language and Language-Based Codes -- From Structuralism to Text Semiotics: Schools and Major Figures -- Text Semiotics: The Field -- Nonverbal Communication -- Aesthetics and Visual Communication. |
| handbook of brand semiotics: Creating Value Laura R. Oswald, 2015 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. |
| handbook of brand semiotics: Using Semiotics in Marketing Rachel Lawes, 2020 Create better ads, marketing communication, branding, websites, packaging and social media content, by understanding what semiotics is and how it can be used to drive growth and profits. |
| handbook of brand semiotics: The Handbook of Visual Analysis Theo Van Leeuwen, Carey Jewitt, 2001-03-29 The Handbook of Visual Analysis is a rich methodological resource for students, academics, researchers and professionals interested in investigating the visual representation of socially significant issues. The Handbook: Offers a wide-range of methods for visual analysis: content analysis, historical analysis, structuralist analysis, iconography, psychoanalysis, social semiotic analysis, film analysis and ethnomethodology Shows how each method can be applied for the purposes of specific research projects Exemplifies each approach through detailed analyses of a variety of data, including, newspaper images, family photos, drawings, art works and cartoons Includes examples from the authors' own research and professional practice The Handbook of Visual Analysis, which demonstrates the importance of visual data within the social sciences offers an essential guide to those working in a range of disciplines including: media and communication studies, sociology, anthropology, education, psychoanalysis, and health studies. |
| handbook of brand semiotics: Handbook of Marketing Barton A Weitz, Robin Wensley, 2006-08-11 NEW IN PAPERBACK ′The Handbook of Marketing is different... that Barton Weitz and Robin Wensley are its editors should suggest something out of the ordinary. A glance at the contributors (e.g., Wilkie. Webster, Day, Shocker, Keller, Hauser, Winer, Stewart. Parasuraman. Zeithaml) puts the matter to rest. The Handbook is an extraordinary effort. The blurb on the dust jacket is an understatement-the Handbook will be invaluable to advanced undergraduates, graduate students, academics, and thoughtful practitioners in marketing-the book is far more than that..... in short, the Handbook is probably invaluable to all academic researchers′ - Journal of Marketing ′Handbook of Marketing is a rich compilation of thorough reviews in the field of marketing management. The editors have selected premier marketing scholars and have given them the opportunity to examine their area of expertise in a format much less confining than those provided by the major journals in the field. The authors have taken this opportunity and have done an outstanding job not only of reviewing and structuring the extensive body of thought in many major areas of marketing management but also of providing valuable suggestions for further research. They have brought together major contributions from the field of marketing and from other related disciplines. I strongly encourage marketing scholars to consider Handbook of Marketing. The text will certainly appeal to those with interests in marketing management; it may also be useful to those who are more focused on methodological issues but interested in topics that need additional, rigorous investigation.... In summary, Weitz and Wensley should be congratulated for the excellent work in developing Handbook of Marketing. The book fills a major void in the marketing literature on marketing management and will serve the discipline for many years to come′ - Journal of Marketing Research ′This text achieves the rare goal of covering marketing clearly and deeply, with no unnecessary examples or pretty pictures. For the enquiring mind, it is a wonderful link between a basic knowledge of marketing concepts and a grasp of where research in marketing is taking us′ - Ken Simmonds, Emeritus Professor of Marketing and International Business, London Business School The Handbook of Marketing presents a major retrospective and prospective overview of the field of marketing, and provides a landmark reference at a time when many of the traditional boundaries and domains within the marketing discipline have been subject to change. - A high calibre collection compiled by an international and extremely distinguished advisory board of marketing academics - With contributions from leading scholars in the field, each covering the latest research issues in particular areas of expertise - Each chapter provides the necessary background for study and research of specific empirical and theoretical topics in marketing. The Handbook of Marketing will be invaluable to advanced undergraduates, graduate students and academics in marketing. International Advisory Board: Sonke Albers Christian-Albrechts-University of Kiel, Germany / Erin Anderson INSEAD, France / Rick Bagozzi Rice University, USA / Patrick Barwise London Business School / Rod Brodie University of Auckland / Anne T Coughlan Northwestern University / George Day University of Pennsylvania / Lars Gunnar-Mattsson Stockholm School of Economics / Hubert Gatignon INSEAD, France / Håkan Håkansson The Norwegian School of Management / Stephen J. Hoch University of Pennsylvania, USA / Kevin Keller Dartmouth College, USA / Donald Lehmann Columbia University, USA / Gilles Laurent HEC, France / Leonard Lodish University of Pennsylvania / Richard Lutz University of Florida / David Midgley INSEAD, France / David Montgomery Stanford University, USA / William Perreault University of North Carolina, USA / John Roberts Stanford University, USA / Allan Shocker University of Minnesota / Piet Vanden Abeele Vlerick Leuven Gent Management School, Belgium / Russell Winer University of California, Berkeley, USA / Dick Wittink Yale School of Management, USA |
| handbook of brand semiotics: The Role of Language and Symbols in Promotional Strategies and Marketing Schemes Epure, Manuela, Mihăeş, Lorena Clara, 2018-09-28 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. |
| handbook of brand semiotics: The Handbook of Media and Mass Communication Theory, 2 Volume Set Robert S. Fortner, P. Mark Fackler, 2014-05-05 The Handbook of Media and Mass Communication Theory presents a comprehensive collection of original essays that focus on all aspects of current and classic theories and practices relating to media and mass communication. Focuses on all aspects of current and classic theories and practices relating to media and mass communication Includes essays from a variety of global contexts, from Asia and the Middle East to the Americas Gives niche theories new life in several essays that use them to illuminate their application in specific contexts Features coverage of a wide variety of theoretical perspectives Pays close attention to the use of theory in understanding new communication contexts, such as social media 2 Volumes |
| handbook of brand semiotics: Semiotics and Pragmatics Herman Parret, 1983-01-01 Looking at the ‘semiotic landscape’ – the panorama of constituted semiotics – two traditions seem to have developed separately and without interpenetration. Anglo-Saxon semioticians consider the Peircean framework to provide the adequate conceptual apparatus, whereas so-called ‘Continental’ semioticians refer to the sign theory in Saussure and in its interpretation by Hjelmslev (for instance, the École sémiotique de Paris). Evaluating each other’s projects, methods, and results could lead to a balanced view. The purpose of this monograph is to get the best out of the adequate insights from both sides, and to make suggestions how the semioticians from the Peircean or Saussuro-Hjelmslevian school can be removed from their isolationist positions. A comparison and homologation of these two orientations will be carried out from the angle of the impact of pragmaticism on both semiotic orientations. How intentionality, action, conventionality, interlocution are integrated in both orientations will be given particular emphasis. |
| handbook of brand semiotics: Handbook of Qualitative Research Methods in Marketing Russell W. Belk, 2007 A rare and much needed compilation of some thought-provoking papers in the area of qualitative research in marketing, this book is a must have for anyone pursuing the discipline of marketing research, scholars intent on the pursuit of qualitative inquiry as well as practising professionals looking for innovative approaches to research. Global Business Review Belk has compiled an exhaustive collection of contributions from scholars and practitioners throughout North America and Europe. . . . This extremely informative volume spans the full array of qualitative research areas. . . . Highly recommended. S.D. Clark, Choice The Handbook of Qualitative Research Methods in Marketing offers both basic and advanced treatments intended to serve academics, students, and marketing research professionals. The 42 chapters begin with a history of qualitative methods in marketing by Sidney Levy and continue with detailed discussions of current thought and practice in: research paradigms such as grounded theory and semiotics research contexts such as advertising and brands data collection methods such as projectives and netnography data analysis methods such as metaphoric and visual analyses presentation topics such as videography and reflexivity applications such as ZMET applied to Broadway plays and depth interviews with executives special issues such as multi-sited ethnography and research on sensitive topics. Authors include leading scholars and practitioners from North America and Europe. They draw on a wealth of experience using well-established as well as emerging qualitative research methods. The result is a thorough, timely, and useful Handbook that will educate, inspire, and serve as standard reference for marketing academics and practitioners alike. |
| handbook of brand semiotics: Introduction to the Semiotics of the Text Gianfranco Marrone, 2021-11-08 This books aims to demonstrate how semiotic models of textual analysis can be used to study any social reality or cultural process. In addition, it shows how semiotic models work by using examples from everyday life and social praxis, communicative processes and modes of consumption, online interactions and cross-media procedures, political experiences and scientific universes. |
| handbook of brand semiotics: Engaging Learners with Semiotics Ruth Gannon-Cook, Kathryn Ley, 2020-11-09 Listen to the presentation of this book! Semiotics has explained the cognitive mechanisms of a complex, subtle and important phenomenon affecting all human interactions and communications across socio-cultural, socio-economic groups. Semiotics has captured a durable and enriching functionality from multiple disciplines including psychology, anthropology, sociology, philosophy, marketing and their multidisciplinary off-spring, such as, educational psychology, consumer psychology, visual literacy, media studies, etc. Semiotic treatises have explored critical factors affecting the relationship between any intended message and the message recipient’s interpretation. The factors that shape interpretation inherently affect learning and often directly affect learner engagement with the content. Learning environments have been culturally-laden communication experiences which academics, largely segmented by discipline, have described but often cloaked in semiotic jargon. Each chapter integrates example after example of semiotics in everyday activities and events, such as stories, graphics, movies, games, infographics, and educational strategies. The chapters also present the most salient semiotic features for learning environments. The book describes semiotics as a communications phenomenon with practical implications for educators to enhance courses and programs with semiotic features in any educational environment but especially in mediated e-learning environments. |
| handbook of brand semiotics: Organizational Semiotics Louise Ravelli, Theo van Leeuwen, Markus A. Höllerer, Dennis Jancsary, 2023-05-17 This edited volume brings together two largely separate fields – organization studies and multimodal social semiotics – to develop an integrated research agenda for the novel interdisciplinary field of ‘organizational semiotics’. Organizations, whether for profit, non-profit, or governmental, dominate much of everyday life, and multimodal communication is not only an output of organizations, but is also constitutive of them. This volume argues in particular for the importance of organization studies for social semioticians – not just as a site of application, but also as a critical contemporary context that requires novel and expanded methods of analysis and critique, and new practices of partnership. The volume addresses a range of institutions and sectors, from civil to retail to medical, from corporations to universities, and reveals how a deep engagement with their meaning-making practices produces insights not just about communication but also about the broader contemporary cultural context in which organizations play such a significant role. Fundamentally, it reveals that the rich analytical and theoretical resources of multimodal perspectives on organizations studies can – and should – make a fundamental contribution to our understanding of organizations in social life. This volume is relevant to social semioticians and organizational researchers as well as to practitioners and decision-makers in organizations. |
| handbook of brand semiotics: Handbook of Visual Communication Kenneth L. Smith, Sandra Moriarty, Keith Kenney, Gretchen Barbatsis, 2004-12-13 This Handbook of Visual Communication explores the key theoretical areas in visual communication, and presents the research methods utilized in exploring how people see and how visual communication occurs. With chapters contributed by many of the best-known and respected scholars in visual communication, this volume brings together significant and influential work in the visual communication discipline. The theory chapters included here define the twelve major theories in visual communication scholarship: aesthetics, perception, representation, visual rhetoric, cognition, semiotics, reception theory, narrative, media aesthetics, ethics, visual literacy, and cultural studies. Each of these theory chapters is followed by exemplar studies in the area, demonstrating the various methods used in visual communication research as well as the research approaches applicable for specific media types. The Handbook serves as an invaluable reference for visual communication theory as well as a useful resource book of research methods in the discipline. It defines the current state of theory and research in visual communication, and serves as a foundation for future scholarship and study. As such, it is required reading for scholars, researchers, and advanced students in visual communication, and it will be influential in other disciplines in which the visual component is key, including advertising, persuasion, and media studies. The volume will also be useful to practitioners seeking to understand the visual aspects of their media and the visual processes used by their audiences. |
| handbook of brand semiotics: Handbook of Anthropology in Business Rita M Denny, Patricia L Sunderland, 2016-06-16 In recent years announcements of the birth of business anthropology have ricocheted around the globe. The first major reference work on this field, the Handbook of Anthropology in Business is a creative production of more than 60 international scholar-practitioners working in universities and corporate settings from high tech to health care. Offering broad coverage of theory and practice around the world, chapters demonstrate the vibrant tensions and innovation that emerge in intersections between anthropology and business and between corporate worlds and the lives of individual scholar-practitioners. Breaking from standard attempts to define scholarly fields as products of fixed consensus, the authors reveal an evolving mosaic of engagement and innovation, offering a paradigm for understanding anthropology in business for years to come. |
| handbook of brand semiotics: Interdiscursive Readings in Cultural Consumer Research George Rossolatos, 2018-10-01 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. |
| handbook of brand semiotics: The Oxford Handbook of Critical Management Studies Mats Alvesson, Todd Bridgman, Hugh Willmott, 2009-06-18 Critical Management Studies (CMS) has emerged as a movement that questions the authority and relevance of mainstream thinking and practice. Critical of established social practices and institutional arrangements, it challenges prevailing systems of domination and promotes the development of alternatives to them. CMS draws upon diverse critical traditions. Of particular importance for its initial articulation was the thinking of members of the Frankfurt School of Critical Theory. From these foundations, CMS has grown into a pluralistic and inclusive movement incorporating a diverse range of perspectives - ranging from labour process theory to radical feminism. In recent times, a set of ideas broadly labelled 'poststructuralist' have been developed to complement and challenge the insights of Critical Theory, giving new impetus for scholars seeking to challenge the status quo and articulate a more inclusive and humane future for management practice. The Oxford Handbook of Critical Management Studies provides an overview of theoretical approaches, key topics, issues, and subject specialisms in management studies, as well as a set of reflections on the progress and prospects of CMS. Contributors are all specialists in the respective fields and share a concern to interrogate and challenge received wisdom about management theory and practice. Given the rapid growth of the CMS movement, its ever increasing theoretical and geographical diversity and its outreach into the public sphere, The Oxford Handbook of Critical Management Studies is a timely publication. In addition to UK contributors, where CMS has developed most rapidly, there is strong representation from North American contributors as well as from areas where CMS has taken hold more recently, such as Australasia. |
| handbook of brand semiotics: Doing Semiotics Laura R. Oswald, 2020 Using applied semiotics, this book shows readers how to leverage the cultural codes that structure communication and sociality, endow things with value, and help us navigate social space and cultural change to solve business problems, foster innovation, and create meaningful experiences for consumers. |
| handbook of brand semiotics: Explorations in Dynamic Semiosis Elli Marie Tragel, 2024-03-11 This anthology is a manifold combining semiotics and psychology. Chapters in the book are authored by young scholars making sense of semiosis in irreversible time from a multitude of perspectives. The central focus on the dynamics of meaning-making comes together in a variety of topics that align in the core idea of dynamic nature of human making and use of signs. First, this book gives a comprehensive overview of relational dynamics of the sign. The overview is followed by a collection of chapters focusing on various topics relevant for humanities and social sciences, such as experience of time, (cultural) memory, musical signification, human-computer interactions, death and eternity, freedom and responsibility, authenticity, methods for practice and research in psychology, etc. This anthology contributes to the integration of the fields of semiotics and psychology, building on the classic traditions of the Tartu-Moscow School of Semiotics (established by Juri Lotman) and contemporary cultural psychology that has unified social sciences in the recent three decades. Examples of how new semiotic models are applied to various domains of human lives will be given, anticipating the future and addressing its past. As such, this book is a relevant read for everyone interested in the complex nature of meaning-making, and inclusion of dynamics in all expressions of life, including academic research. |
| handbook of brand semiotics: The Wiley Handbook of Learning Technology Nick Rushby, Dan Surry, 2016-02-23 The Wiley Handbook of Learning Technology is an authoritative and up-to-date survey of the fast-growing field of learning technology, from its foundational theories and practices to its challenges, trends, and future developments. Offers an examination of learning technology that is equal parts theoretical and practical, covering both the technology of learning and the use of technology in learning Individual chapters tackle timely and controversial subjects, such as gaming and simulation, security, lifelong learning, distance education, learning across educational settings, and the research agenda Designed to serve as a point of entry for learning technology novices, a comprehensive reference for scholars and researchers, and a practical guide for education and training practitioners Includes 29 original and comprehensively referenced essays written by leading experts in instructional and educational technology from around the world |
| handbook of brand semiotics: Reconstructing Identity Nicholas Monk, Mia Lindgren, Sarah McDonald, Sarah Pasfield-Neofitou, 2017-07-31 This book examines the notion of identity through a multitude of interdisciplinary approaches. It collects current thinking from international scholars spanning philosophy, history, science, cultural studies, media, translation, performance, and marketing, each with an outlook informed by their own subject and a mission to reflect on a theme that is greater than the sum of its parts. This project was born out of a dynamic international and interdisciplinary pedagogical experience. While by no means a teaching guide or textbook, the authors’ experience of sharing the module with their students reinforced the fluidity and elusiveness of identity and its persistent facility to escape disciplinary classification. Identity as a subject for analysis and discussion, and as a lived reality for all of us, has never been more complex and multi-faceted. Each chapter of this singular collection provides a lens through which the concept of identity can be viewed and as the book progresses it moves from ideas based in disciplinary contexts – biology, psychiatry, philosophy, to those developed in multi and inter disciplinary contexts such as area studies, feminism and queer studies. |
| handbook of brand semiotics: Doing Visual Analysis Per Ledin, David Machin, 2018-01-01 Visual communication shapes our perceptions and experiences of the world. This is not only a question of photographs or video, but also the design of websites, the use of data visualization software, the branding of packaging, and even the design of buildings and furniture. Doing Visual Analysis: From Theory to Practice provides a concrete set of tools to research and analyse this wide range of visual data. Showing students how to apply the right mix of methods to their own research projects, it equips them with the skills to break down and analyse the range of contemporary visual communication. The book: Provides examples of how and where certain tools can be used in a project or dissertation Discusses the type of research questions best suited to different tools and methods Shows students how to mix approaches and use tools alongside other methods, such as content analysis or interviews Doing Visual Analysis is an essential companion for students and researchers of visual data across the social sciences. |
| handbook of brand semiotics: Global Observations of the Influence of Culture on Consumer Buying Behavior Sarma, Sarmistha, 2017-07-13 Positive consumerism is the backbone to a strong economy. Examining the relationship between culture and marketing can provide companies with the data they need to expand their reach and increase their profits. Global Observations of the Influence of Culture on Consumer Buying Behavior is an in-depth, scholarly resource that discusses how marketing practices can be influenced by cultural preferences. Featuring an array of relevant topics including societal environments, cultural stereotyping, brand loyalty, and marketing semiotics, this publication is ideal for CEOs, business managers, professionals, and researchers that are interested in studying alternative factors that impact the marketing field. |
| handbook of brand semiotics: Marketing Semiotics Laura R. Oswald, Laura Oswald, 2012-02-16 The book discusses the concept of brand equity and its impact on the financial performance of a company through analysis of the 'semiotics' of the brand and its sign systems. Including case studies, it provides an actionable strategy for steering brands through internal and external changes and pressures. |
| handbook of brand semiotics: Semiotics of Animals in Culture Gianfranco Marrone, Dario Mangano, 2018-02-28 To place animals within the realm of nature, means inserting them among the articulations of culture and the social. Semiotics has never avoided this chiasmus, choosing to deal from the outset with the problem of the languages of animals following the old admonition of Montaigne: it is not that animals do not talk, it is us who do not understand them. Recent research in the field of the anthropology of nature and sociology of sciences and techniques allow to think about the Zoosemiotic issue in a different way. Instead of transplanting the language structures – gestures, LIS, etc. – for a semiotic study of the forms of the human and social meaning, it seems more apt to look at their discourse, and as such, the actual interactions, communicative and scientific as well as practical and functional, between humans and non-humans. This book aims to investigate precisely this hypothesis, known here as Zoosemiotics 2.0, working on several fronts and levels: · Anthropology · Languages of the image and visual representations, from art history to cinema · Old and new media. From literature to comics, from cartoons to TV documentaries but also advertising, music, Web and social networks. All those cultural products that talk about the role of human and non-human in society implicitly proposing (and in some way imposing) a form of articulation of such a relationship. · Food and feeding rites · Animalist, vegetarian and vegan movements · Philosophy: metaphysics, ethics, aesthetics |
| handbook of brand semiotics: The Handbook of Organizational Rhetoric and Communication Oyvind Ihlen, Robert L. Heath, 2018-08-14 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. |
| handbook of brand semiotics: Market Research Handbook ESOMAR, 2008-04-30 The fifth edition of what was formerly know as The ESOMAR Handbook of Market and Opinion Research has been completely revised to reflect the latest approaches in the rapidly changing world of professional market research. The new Handbook stands out from earlier editions by explaining the latest research techniques and methodologies within a contemporary business context. Yet it remains an invaluable and practical day to day reference work for the modern market researcher. Truly international in outlook and approach, the Handbook combines contributions from over 40 research thought leaders and specialists from across the world including the UK, US, Europe, Australia and S.E.Asia. The editors and authors make an overdue contribution to bridging the Theory-Practice divide. Their client perspective will delight, inform and inspire market research specialists and users alike. —Prof. Seán Meehan (Switzerland), Martin Hilti Professor of Marketing and Change Management, IMD – International Institute for Management Development |
| handbook of brand semiotics: The Oxford Handbook of Consumption Frederick F. Wherry, Ian Woodward (Sociologist), 2019 The Oxford Handbook of Consumption examines the most pressing questions addressed by consumption studies scholars today. The volume counteracts the tendency towards disciplinary myopia as it engages scholars from around the world drawing on sociology, anthropology, psychology, history, and consumption studies. The volume's thirty-one chapters are organized around six themes, facilitating cross-disciplinary exploration. |
| handbook of brand semiotics: Marketing and Smart Technologies José Luís Reis, Marc K. Peter, Luís Paulo Reis, Zorica Bogdanovic, 2025-03-12 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 brand semiotics: Starring Tom Cruise Sean Redmond, 2021-03-23 Students, scholars, and readers of film, media, and celebrity studies will enjoy this deep dive into a complex Hollywood figure. |
| handbook of brand semiotics: The Oxford Handbook of Language and Law Peter Meijes Tiersma, Lawrence Solan, 2012-03-08 This book provides a state-of-the-art account of past and current research in the interface between linguistics and law. It outlines the range of legal areas in which linguistics plays an increasing role and describes the tools and approaches used by linguists and lawyers in this vibrant new field. Through a combination of overview chapters, case studies, and theoretical descriptions, the volume addresses areas such as the history and structure of legal languages, its meaning and interpretation, multilingualism and language rights, courtroom discourse, forensic identification, intellectual property and linguistics, and legal translation and interpretation. Encyclopedic in scope, the handbook includes chapters written by experts from every continent who are familiar with linguistic issues that arise in diverse legal systems, including both civil and common law jurisdictions, mixed systems like that of China, and the emerging law of the European Union. |
| handbook of brand semiotics: Management, Tourism and Smart Technologies Álvaro Rocha, Carlos Montenegro, Elisabeth T. Pereira, José A. M. Victor, Waldo Ibarra, 2024-11-20 This book features a selection of articles from the 2024 International Conference on Management, Tourism and Technologies (ICMTT ́24), held at the Universidad Nacional de San Antonio Abad del Cusco, in Cusco, Peru, between May 9 and 11, 2024. ICMTT is an international forum for researchers and practitioners to present and discuss the most recent innovations, trends, results, experiences and concerns in the several perspectives of Management, Tourism and Technologies. The main and distinctive areas covered are: Area A – Managements; Area B – Tourism; Area C – Marketing strategies in Management, Tourism and Technology; and Area D – Technology. The primary market of this book is postgraduates and researchers in Management, Tourism and Technologies fields. And the secondary market is undergraduates and professionals as well in management, tourism and technologies fields. |
| handbook of brand semiotics: Word-Formation Peter O. Müller, Ingeborg Ohnheiser, Susan Olsen, Franz Rainer, 2015-07-01 This handbook comprises an in-depth presentation of the state of the art in word-formation. The five volumes contain 207 articles written by leading international scholars. The XVI chapters of the handbook provide the reader, in both general articles and individual studies, with a wide variety of perspectives: word-formation as a linguistic discipline (history of science, theoretical concepts), units and processes in word-formation, rules and restrictions, semantics and pragmatics, foreign word-formation, language planning and purism, historical word-formation, word-formation in language acquisition and aphasia, word-formation and language use, tools in word-formation research. The final chapter comprises 74 portraits of word-formation in the individual languages of Europe and offers an innovative perspective. These portraits afford the first overview of this kind and will prove useful for future typological research. This handbook will provide an essential reference for both advanced students and researchers in word-formation and related fields within linguistics. |
| handbook of brand semiotics: Using Semiotics in Marketing Rachel Lawes, 2020-03-03 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. |
| handbook of brand semiotics: Visual Methodologies Gillian Rose, 2007 Comprehensively revised and updated the Second Edition of the bestselling Visual Methodologies provides a critical introduction to the study and interpretation of visual culture. The Second Edition contains: - a completely new chapter on how to use the book - each chapter follows the same structure, making comparisons between methods easier - three extra chapters, each discussing a method not covered in the First Edition |
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