1.
The
POWER
of
Semiotic
Analysis

2.
Times have
changed
in Market
Research
We now know that
decision-making is
1
st
EMOTIONAL
2
nd
RATIONAL

3.
in fact
Times have
changed
in Market
Research
of information
processing goes
on at the
subconscious
(EMOTIONAL)
level

4.
Although there are many
methodologies that
describe the
RATIONAL
part of decision-making,
getting the
EMOTIONAL
side has always been
more challenging.
Consumers can’t
always access
non-verbal
processing,
Times have
so can’t report
back on its impact.
changed
in Market
Research

5.
A number of
methodologies
are exploring
ways to tap
into the
EMOTIONAL
side of decisionmaking:
{
What we are now
learning is that the
best outcomes are
often derived by using
multiple
methodologies
to build a
composite
understanding.
• Neuro-Marketing
• Hypnosis
• Ethnographic
observation
• Micro-expression
analysis
• Metaphor Elicitation

6.
The EMOTIONAL aspect of
consumer decision-making
is driven by
Semiotics:
One More Way In.
non-verbal “cues”:
symbols such as
images, tonality, color,
music, and themes
{
all of which exist in a
cultural context that is
constantly evolving.
Semiotic analysis,
because it is focused on
decoding these cues, helps
predict the EMOTIONAL
RESPONSES TO A
PRODUCT A PRODUCT
OR CATEGORY

7.
{
semiotics
defined
• The
study of cultural
symbolism: of how
meaning is conveyed
through all aspects of
communication: words,
images, sounds, scents,
textures, behavior, etc.
• A
form of cultural
analysis rooted in
linguistics, anthropology
and literary criticism
(related to ethnography).
• A
formal process
employing specific
analytical tools.

8.
marketing
semiotics
defined
A qualitative marketing research
approach focused on the analysis
of symbolic communication.
{
Looks deeply at the signs related
to a brand or category, and their
meanings in a culture.
Provides additional insight because
it’s focused on those symbolic
elements of communication that we
are less conscious of.
Is a great way to make sense of the
relationship between consumers,
brands, and the cultures they live in.

9.
Marketing Semiotics Data Sources
Semiotic Analysis uses all of culture as its database, because
every aspect of a culture conveys messages and meaning.
Depending on the project, sources of data can range from a
magazine ad to a consumer’s home to a government website.
Sources:
Books
Media (news
& pop culture)
Advertising
Packaging
Quant or
qual research
Websites
Stores
Street fashion
Expert interviews
Brand histories
Museums

10.
what can
semiotics
Tracking
and
analyzing
social and
marketing
trends
Understanding
of culture
in a new
market
Mapping
brand
positionings
within a
category
Evaluating the
communications
effectiveness
of advertising,
packaging,
websites,
social media
Evaluating
the and
Improving
the at-shelf
experience
Optimizing
brand
communications
across
cultures
Determining
optimal
cues for
brands
across
all
touch-points
Identifying
new
positioning
opportunities
be used for?
Semiotic Analysis
can be used at
any stage of
the strategic
development
process, on
its own or in
conjunction with
other methods.
Articulating
the cultural
role of a
product/brand

11.
when
semiotics
really
shines
Semiotics is a great choice
for categories where brand
differences cannot be spelled
out through language:
• Pharmaceutical
companies in heavily
regulated markets (i.e.
outside U.S.A).
• Mature categories
where products have
very few functional
differences.
• Complex categories
where product
differences are
difficult to convey
concisely/in laymen’s
terms (i.e. technology,
financial services).
Semiotics is also
invaluable for
ensuring optimal
communication in
different cultural
contexts.

12.
Benefits of Semiotic Analysis For Clients
Fundamentally it’s about
improving communications
efficiency and efficacy.
Manages
risk
By revealing
all potential
messages brand
communication
may be conveying
(whether intended
or not)
Strengthens
communication
Can identify most
resonant cues and
most relevant brand
positioning
the more powerful and
positive associations a
brand has, the greater
its brand involvement
Improves ROI

13.
Semiotic Analysis
Example:
packaging
{
AXE BORROWS THE
PISTOL-GRIP SHAPE
FOR ITS PACKAGING TO
SYMBOLICALLY SUPPORT
ITS DESIRED "MASCULAINE
POWER" BRAND
ASSOCIATION. feel more
“manly” when using Axe.

14.
Semiotic Analysis
Example:
competitive
messaging
Bare bones packaging conveys sense
of basic product, unmediated by
“marketing” and therefore cheaper.
Consumers can expect a
straightforward chip experience,
without any bells and whistles.
{
Three Packages:
Essentially the same
product, but design cues
convey dramatically
different notions,
thereby creating
radically different
product expectations.
Rich use of imagery and colour
suggests a significantly more
engaging product experience
that is worth paying for.
Use of the colour red, images of
flames and electric shock, “3rd
Degree Burn” language, all work to
convey intensity and excitement.
Use of illustration and cursive
font suggests a “handmade”
product. Images of vegetable
ingredients, verbal cues like
“natural” and “sea salted” imply
authenticity and health.
Implication that this is
almost home-made, not massmarketed.

15.
Semiotic Analysis
Example:
pop culture
analysis
{
Dominant Depiction of
“Mom” is still rooted
in the 1950s: Suburban,
middle class, domestic,
and at the service of her
children. This depiction
does not acknowledge
the multiple approaches
to modern motherhood.
Depictions of “Motherhood” in Popular Culture

16.
semiotic analysis example: brand mapping
authority
Control
Reactive
Conservatism
Heritage
Common Sense
Eff iciency
analytical
intuitive
Sensory
Innovation
Liberation
Creativity
Abstract
Avant-- Garde
rebel

17.
Semiotic Analysis
Example:
Risk
Management
Australian
Aboriginals:
Land, earth
Celtic:
Death, afterlife
China:
Good luck, celebration,
summoning
Cherokees:
Success, triumph
R ED
Hebrew:
Sacrifice, sin
India:
Purity
South Africa:
Mourning
Russia:
Bolsheviks and
Communism

18.
Semiotic Analysis
Example:
RISK
MANAGEMENT
{
This price-point was
chosen because
Steve Wozniak
was a math geek
and considered
repeating numbers
to be “cool”.
But not everyone interpreted it that way.

19.
Sarah
Jane
Johnson
SARAH JOHNSON
is a commercial semiotician
who has conducted analyses
ranging from Obesity in
American Media and Popular
Culture to a Historical
Analysis of Ritz Cracker
advertising.
{
about
after 15 years
in Advertising Account
Planning in the U.K., U.S. and
Canada, she founded
a research and planning
consultancy
Sarah studied Anthropology, Philosophy and
English at McGill University and English
Literature at Cambridge.

20.
{
JEFF HECKER
IS A MARKETING
COMMUNICATIONS VETERAN
WITH OVER 13 YEARS OF
EXPERIENCE ON BOTH THE
CLIENT AND AGENCY SIDES
OF THE BUSINESS..
Jeff studied Semiotics at
the University of Toronto,
and is Co-Founder of
He brings a deep
understanding of how
consumer insights need to
be developed and packaged
for successful deployment in
organizations and campaigns.
about
Jeff
Hecker

21.
Athena Brand Wisdom
24 Grant Street
Toronto, ON, Canada
M4M 2H5
(647) 980-4275
info@@athenabrand.com
@ @