Using Semiotics in Marketing
• Welcome: Ray Poynter
• Introduction: Dr Rachel Lawes
• The Exhibition
• Closing announcements
Brought to you by
Dr Rachel Lawes, author of
“Using Semiotics in Marketing”
Ray Poynter of #NewMR
In April 2020, a group of market researchers and insight
professionals in a dozen countries embarked on a journey.
Over several weeks, they read a book on semiotics, in a
group read-along with the author.
The book promised to give them real skills in semiotics;
strong enough to make the foundations of a career ...
… even if they were trying semiotics for the very first time.
Week by week, the group completed many challenges and
developed their own individual projects using semiotics.
Six of those people developed posters that showcase their
This exhibition proudly unveils the semiotics of
“I observed how my friends (and
myself) transformed our work areas.
In Singapore, where I live, IKEA has
seen large queues as a result of all
the home refurbishing people are
“THEATRE OF WORK” MANISHA DIKSHIT
“The paper poster, made of ordinary
printer paper, was the go-to
communication tool for retailers big
I wanted to capture the posters
before they disappeared and
explore what they meant.”
“WE ARE DOING THE BEST WE CAN” JOANNE MCNEISH