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Doing Semiotics

Author: Laura R. Oswald

Publisher: Oxford University Press, USA

Published: 2020-06-04

Total Pages: 255

ISBN-13: 0198822022

The semiotics discipline - a hybrid of communication science and anthropology - accounts for the deep cultural codes that structure communication and sociality, endow things with value, move us through constructed space, and moderate our encounters with change. Doing Semiotics shows readers how to leverage these codes to solve business problems, foster innovation, and create meaningful experiences for consumers. In addition to the key principles and methods of applied semiotics, it introduces the basics of branding, strategic decision-making, and cross-cultural marketing management. Through practical exercises, examples, extended team projects, and evaluation criteria, this book guides students through the application of learning to all phases of semiotics-based projects for communications, brand equity management, design strategy, new product development, and public policy management. In addition to tools for sorting data and mapping cultural dimensions of a market, it includes useful interview protocols for use in focus groups, in-depth interviews, and ethnographic studies, as well as expert case studies that will enable readers to apply semiotics to consumer research.

Doing Semiotics

Author: Laura R. Oswald

Publisher: Oxford University Press

Published: 2020-06-04

Total Pages: 208

ISBN-13: 0192555189

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Women in Social Semiotics and SFL

Author: Eva Maagerø

Publisher: Routledge Studies in Linguistics

Published: 2023-05

Total Pages: 0

ISBN-13: 9781032057439

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This book showcases interviews with nine women who have made pioneering contributions to social semiotics and systemic functional linguistics (SFL), highlighting how these women have taken the discipline into new and innovative directions, and the enduring impact of their work. The volume features interviews with a generation of scholars inspired by the prominent linguists Michael Halliday and Ruqaiya Hasan in Sydney, reflecting on their achievements in the advancement of theory, knowledge, and practical application as well as the establishment of research centers in different parts of the world. A consistent interview format helps to illustrate the different directions the work of these scholars has taken and their different takes on key concepts to the discipline such as register, genre, text and context, and multimodality. Taken together, the interviews offer insights into key strands of social semiotic and SFL scholarship and give inspiration toward moving the field into new theoretical and applied directions. Reflecting on the groundbreaking work of renowned women scholars in social semiotics and SFL and their continued global impact, this book will be key reading for students and scholars in these fields, as well as those in the areas of language pedagogy, literacy, and multimodality.

Doing Semiotics

Author: Laura R. Oswald

Publisher: Oxford University Press

Published: 2020-06-03

Total Pages: 208

ISBN-13: 0192555197

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Changing Signs of Truth

Author: Crystal L. Downing

Publisher: InterVarsity Press

Published: 2012-05-15

Total Pages: 342

ISBN-13: 083086685X

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Crystal Downing brings the postmodern theory of semiotics within reach for today's evangelists. Following the idea of the sign through Scripture, church history and the academy, Downing shows you how signs work and how sensitivity to their dynamics can make or break an attempt to communicate truth.

Marketing Semiotics

Author: Laura R. Oswald

Publisher: OUP Oxford

Published: 2012-02-16

Total Pages: 234

ISBN-13: 019164790X

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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.

Doing Semiotics

Author: Laura R. Oswald

Publisher:

Published: 2020

Total Pages:

ISBN-13: 9780191861123

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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

Author: George Rossolatos (Hrsg.)

Publisher: kassel university press GmbH

Published: 2015-11-09

Total Pages: 47

ISBN-13: 3737600422

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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

The Fortunes

Author: Peter Ho Davies

Publisher: HarperCollins

Published: 2016-09-06

Total Pages: 285

ISBN-13: 0544263782

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Winner of the Anisfield-Wolf Book Award for literature that confronts racism and examines diversity Winner of the 2017 Chautauqua Prize Finalist for the Dayton Literary Peace Prize A New York Times Notable Book "Riveting and luminous...Like the best books, this one haunts the reader well after the end."—Jesmyn Ward “[A] complex, beautiful novel . . . Stunning.”—NPR, Best Books of 2016 “Intense and dreamlike . . . filled with quiet resonances across time.”—The New Yorker Sly, funny, intelligent, and artfully structured, The Fortunes recasts American history through the lives of Chinese Americans and reimagines the multigenerational novel through the fractures of immigrant family experience. Inhabiting four lives—a railroad baron’s valet who unwittingly ignites an explosion in Chinese labor; Hollywood’s first Chinese movie star; a hate-crime victim whose death mobilizes the Asian American community; and a biracial writer visiting China for an adoption—this novel captures and capsizes over a century of our history, showing that even as family bonds are denied and broken, a community can survive—as much through love as blood. “A prophetic work, with passages of surpassing beauty.”—Joyce Carol Oates, Anisfield-Wolf Book Award citation “A poignant, cascading four-part novel . . . Outstanding.”—David Mitchell, Guardian “The most honest, unflinching, cathartically biting novel I’ve read about the Chinese American experience.”—Celeste Ng

Paris School Semiotics

Author: Paul Perron

Publisher: John Benjamins Publishing

Published: 1989-01-01

Total Pages: 285

ISBN-13: 9027278385

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It has often been claimed that the aim of semiotics is to establish a general theory of systems of signification. However, as Jean-Claude Coquet notes in a recent collection of essays, what distinguishes one school of semiotics from another is the initial definition given of sign. If, for certain semioticians, the sign is first of all an observable phenomenon, for the Paris School it is first of all a construct and this point of departure has crucial theoretical and practical consequences. The essays appearing in these two volumes are representative of recent work carried out by members of this semiotic school. Essays in Volume I study problems more closely related to theoretical issues, while Volume II focuses more specifically on various fields of application.