Brand equity planning with structuralist rhetorical semiotics vol.i
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George Rossolatos
Building strong brands with structuralist rhetorical semiotics
New Bulgaria University 19 9 2014
12th International Association for Semiotic Studies World CongressFrom Code to super-signs: For a semiotics of brand equity
1. The document discusses brand equity from a semiotic perspective, viewing brands as complex sign systems embedded in codes.
2. It presents a "generative matrix of brand equity potential" that analyzes how factors like a brand's novelty, codedness, and ability to leverage codes impact its potential equity.
3. The matrix identifies different configurations based on these factors, from discontinuously new signs at low codedness to established signs extending into new areas, and uses examples to illustrate the equity potential in each case.
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Presentation Atlas.ti User Conference 2013, Berlin Fostering Dialogue on Qualitative Methods September 12 – 14HANDBOOK OF BRAND SEMIOTICS
HANDBOOK OF BRAND SEMIOTICS
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 scholars 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 the
marketing and semiotic literatures, 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
- Could transmedia storytelling turn out to be what IMC
forgot (i.e., the message)?
- 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 brandrelated
research
- Semiotics and (inter)cultural branding
- Brand equity semiotics
Proposal for international journal of marketing semiotics
The document outlines plans for a new journal called "International Journal of Marketing Semiotics". The journal aims to be a hub for research at the intersection of marketing and semiotics. It plans to publish articles relating to the entire marketing mix twice per year, with 7 articles of 7,000-8,000 words each per issue. The journal fills a gap by expanding on existing journals that focus only on branding and advertising. It is expected to attract readers from both marketing and semiotics disciplines.
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This document summarizes the contents of Volume 3 of the International Journal of Marketing Semiotics. It discusses two research papers contained in the volume. The first paper examines cause-related marketing campaigns by Starbucks and proposes the concept of "civic branding" to analyze how these campaigns position consumers as civicly engaged citizens rather than just ethical consumers. The second paper analyzes the rebranding of Orebro University in Sweden using a multimodal critical discourse analysis to examine how branding documents represent the university's space and goals. The document also provides brief introductions to the two research papers and notes that while the papers use different conceptual frameworks, both employ semiotically informed critical analysis.
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Building strong brands with structuralist rhetorical semiotics
New Bulgaria University 19 9 2014
12th International Association for Semiotic Studies World CongressFrom Code to super-signs: For a semiotics of brand equity
1. The document discusses brand equity from a semiotic perspective, viewing brands as complex sign systems embedded in codes.
2. It presents a "generative matrix of brand equity potential" that analyzes how factors like a brand's novelty, codedness, and ability to leverage codes impact its potential equity.
3. The matrix identifies different configurations based on these factors, from discontinuously new signs at low codedness to established signs extending into new areas, and uses examples to illustrate the equity potential in each case.
Presentation Atlas.ti User Conference 2013, Berlin Fostering Dialogue on Qual...
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Presentation Atlas.ti User Conference 2013, Berlin Fostering Dialogue on Qualitative Methods September 12 – 14HANDBOOK OF BRAND SEMIOTICS
HANDBOOK OF BRAND SEMIOTICS
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 scholars 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 the
marketing and semiotic literatures, 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
- Could transmedia storytelling turn out to be what IMC
forgot (i.e., the message)?
- 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 brandrelated
research
- Semiotics and (inter)cultural branding
- Brand equity semiotics
Proposal for international journal of marketing semiotics
The document outlines plans for a new journal called "International Journal of Marketing Semiotics". The journal aims to be a hub for research at the intersection of marketing and semiotics. It plans to publish articles relating to the entire marketing mix twice per year, with 7 articles of 7,000-8,000 words each per issue. The journal fills a gap by expanding on existing journals that focus only on branding and advertising. It is expected to attract readers from both marketing and semiotics disciplines.
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This document summarizes the contents of Volume 3 of the International Journal of Marketing Semiotics. It discusses two research papers contained in the volume. The first paper examines cause-related marketing campaigns by Starbucks and proposes the concept of "civic branding" to analyze how these campaigns position consumers as civicly engaged citizens rather than just ethical consumers. The second paper analyzes the rebranding of Orebro University in Sweden using a multimodal critical discourse analysis to examine how branding documents represent the university's space and goals. The document also provides brief introductions to the two research papers and notes that while the papers use different conceptual frameworks, both employ semiotically informed critical analysis.
George Rossolatos Semioticsof Popular Culture
This document provides an introduction to a book that applies semiotic analysis to various aspects of popular culture. The book draws on diverse semiotic perspectives, from structuralism to postmodern semiotics, and uses semiotics to analyze cultural phenomena that have emerged in recent decades. The introduction notes that seminal postmodern cultural theorists appropriated key semiotic concepts but cultural research has not fully incorporated subsequent advances in semiotic theory. The book aims to apply a wide range of up-to-date semiotic frameworks to analyze contemporary cultural artifacts and phenomena, with the goal of productively bringing semiotics and cultural studies into dialogue. It examines topics like Lady Gaga's persona, experiential music consumption, memorial events for music legends, intertextual advertising
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This paper proposes a structuralist rhetorical conceptual framework for brand equity planning. It uses Greimas's generative model of signification as a blueprint. Structuralist operations and operations of rhetorical transformation are posited to generate superior brand associations across different strata of signification, from a brand's semantic core to surface discourse like advertising films. The framework challenges the assumption that meaning can be reduced to binary structure, instead adopting a connectionist approach where brand elements interact across strata. It aims to provide an applicable model for managing sources of brand equity through textual analysis.Exploring the rhetorical semiotic brand image structure of ad films with mult...
Exploring the rhetorical semiotic brand image structure of ad films with mult...//disruptiVesemiOtics//
The aim of this paper is to demonstrate the applicability of multivariate
mapping techniques to the exploration of the rhetorical semiotic brand image
structure of ad films. By drawing on correspondence analysis and multidimen
sional scaling, two techniques that are amply used in corpus linguistics and in
marketing research, but also on the data reduction technique of factor analysis, it
will be displayed how a set of nuclear semes and classemes or an intended semic
structure that underlies ad filmic discursive structures may be projected along
side rhetorical figures by its internal stakeholders (i.e., a brand management
team, an account planning team or a marketing research team) with view to
attaining differential brand associations. The illustration of the exploratory ana
lytical methods takes place by recourse to a corpus of 62 ad filmic texts from 13
subbrands of the 3 major brands in the UK cereals market and 321 ad filmic seg
ments that resulted from the segmentation procedure. This paper seeks to con
tribute to advancements in the brand image and advertising rhetoric research
streams by addressing distinctive modes of advertising rhetorical configuration at
the level of the ad filmic text (as against print ads where the bulk of research on
advertising rhetoric has concentrated), and moreover on a segmentbysegment
level, rather than treating the ad film as a standalone unit of analysis, by adopt
ing a multimodal outlook to advertising configurations that takes into account
not only the verbal or the visual mode, but also interactions among modes, by
adopting a product categoryspecific approach to advertising/brand textuality
that draws on rhetorical semiotics and by employing exploratory statistical
methods against the background of content analytic output.George rossolatos post doctoral application march 2014: For a semiotic model ...
George rossolatos post doctoral application march 2014: For a semiotic model ...//disruptiVesemiOtics//
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This document discusses several concepts relating to brand semiotics:
1. It summarizes Danesi's view that brands are logical constructs based on poetic logic, using imagination and metaphor rather than pure rationality.
2. It outlines Floch's approach to marketing semiotics, including his use and adaptation of Greimasian structuralist semiotics to analyze brands. It also critiques some limitations of Floch's approach.
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Seminar on Branding, brand equity, brand semiotic models and research methods
Tartu University, Estonia 13-14 May 2014
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//disruptiVesemiOtics// email: georgerossolatos123@gmail.com
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George rossolatos seminar on branding, brand equity, brand semiotic models an...//disruptiVesemiOtics//
Seminar on Branding, brand equity, brand semiotic models and research methods
Tartu University, Estonia 13-14 May 2014
George Rossolatos MSc, MBA, PhD
//disruptiVesemiOtics// email: georgerossolatos123@gmail.com
http://uni-kassel.academia.edu/georgerossolatos
George rossolatos seminar on branding, brand equity, brand semiotic models an...
George rossolatos seminar on branding, brand equity, brand semiotic models an...//disruptiVesemiOtics//
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Tartu University, Estonia 13-14 May 2014
George Rossolatos MSc, MBA, PhD
//disruptiVesemiOtics// email: georgerossolatos123@gmail.com
http://uni-kassel.academia.edu/georgerossolatos
George rossolatos seminar on branding, brand equity, brand semiotic models an...
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Seminar on Branding, brand equity, brand semiotic models and research methods
Tartu University, Estonia 13-14 May 2014
George Rossolatos MSc, MBA, PhD
//disruptiVesemiOtics// email: georgerossolatos123@gmail.com
http://uni-kassel.academia.edu/georgerossolatos
Social engineering, new social movements by //disruptiVesemiOtics//
This document is a series of emails between George Rossolatos and various entities regarding allegations of surveillance, harassment, and data theft by state authorities and secret services. Rossolatos provides lengthy analyses to support his claims and references additional online resources. He expresses frustration that local and national authorities are unable or unwilling to properly investigate due to their alleged involvement. Rossolatos remains committed to exposing what he believes to be a widespread organized campaign against him and others.
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This document provides links to numerous academic papers and resources related to the study of multimodality and multimodal discourse analysis. It includes links to papers analyzing multimodality in contexts such as advertising, news media, film, graphic representations, and more. The resources covered take multidisciplinary approaches and employ various methodologies for analyzing how meaning is constructed through the interaction of different semiotic modes.
International Journal of Marketing Semiotics Vol.I
This document discusses two strands of rhetoric that have influenced advertising - rhetoric as the theory of argumentation and persuasion, and rhetoric as the taxonomy of rhetorical figures. It explores how both strands rely on presuppositions shared between message creators and recipients. For advertising to be effective, it must rely on cultural consensus while also redefining consumer experiences. The document uses examples of Absolut Vodka and car service ads to show how brands are positioned by drawing on shared values but recasting them. It argues that advertising is one of the only domains where rhetoric in both its classical senses remains active.
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This document appears to be a collection of internet links and commentary on a variety of loosely connected topics including state surveillance, secret societies, police corruption, and agenda 21 conspiracies. It criticizes government agencies and officials, accuses them of fabricating evidence and controlling the flow of information. References are made to satellite surveillance being used to record staged social interactions and fabricate accusations of acquaintance between targets. Police are described as "pigs" implementing totalitarian agendas. Masonic groups and secret societies are also criticized.George Rossolatos Brand equity planning with structuralist rhetorical semioti...
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George Rossolatos has published a new book titled "Brand Equity Planning with Structuralist Rhetorical Semiotics". The 895 page book presents an innovative conceptual model and methodology for brand equity planning by examining how advertising uses multimodal textual elements to create brand associations. The book takes an interdisciplinary approach, drawing from fields such as semiotics, marketing, film theory and psychoanalysis. It operationalizes the brand signification model through a structuralist semiotic interpretation of branding texts, supported by content analysis software. The author, George Rossolatos, has industry and academic experience in marketing, advertising and brand management.INTERNATIONAL JOURNAL OF MARKETING SEMIOTICS VOL.I launch press release sep 2013
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The document announces the launch of the first issue of the International Journal of Marketing Semiotics. The journal aims to constitute a reference point for academic research in marketing semiotics by enhancing the relevance of semiotic theories and methodologies across the marketing mix. The first issue includes papers that use semiotic analysis to examine representations of children in food advertisements in Cyprus, IKEA's intercultural communications strategies in Germany, and the multimodal rhetorical structures of advertisements for top brands. It also features a practitioner article on using archetype analysis to develop brand positioning and an introduction to a semiomarketing technique for optimizing video communication. The document concludes with a call for papers for the second issue.Smoke your brains out: Death drive as interpretive framework for compulsive c...
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Interpreting ads with semiotic content analysis- Semiofest 2013- George Rossolatos
rhetor dixit
marketing semiotics //rhetor.dixit// MODEL FOR STRATEGIC ADVERTISING PLANNING by //disruptiVesem...
//rhetor.dixit// MODEL FOR STRATEGIC ADVERTISING PLANNING by //disruptiVesem...//disruptiVesemiOtics//
This document discusses the power of rhetoric in advertising and introduces Disruptive Semiotics, which helps brands obtain a rhetorical first mover advantage. It uses quotes and examples to illustrate rhetorical devices like metaphors and humor that can make advertising more effective, while also questioning traditional measures of advertising effectiveness.G rossolatos mktng trends conf escp paris fetish taboo simulacrum 18 1_2012
marketing psychoanalysis semiotics george rossolatos disruptive semiotics
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This paper proposes a structuralist rhetorical conceptual framework for brand equity planning. It uses Greimas's generative model of signification as a blueprint. Structuralist operations and operations of rhetorical transformation are posited to generate superior brand associations across different strata of signification, from a brand's semantic core to surface discourse like advertising films. The framework challenges the assumption that meaning can be reduced to binary structure, instead adopting a connectionist approach where brand elements interact across strata. It aims to provide an applicable model for managing sources of brand equity through textual analysis.Exploring the rhetorical semiotic brand image structure of ad films with mult...
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mapping techniques to the exploration of the rhetorical semiotic brand image
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marketing research, but also on the data reduction technique of factor analysis, it
will be displayed how a set of nuclear semes and classemes or an intended semic
structure that underlies ad filmic discursive structures may be projected along
side rhetorical figures by its internal stakeholders (i.e., a brand management
team, an account planning team or a marketing research team) with view to
attaining differential brand associations. The illustration of the exploratory ana
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subbrands of the 3 major brands in the UK cereals market and 321 ad filmic seg
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the level of the ad filmic text (as against print ads where the bulk of research on
advertising rhetoric has concentrated), and moreover on a segmentbysegment
level, rather than treating the ad film as a standalone unit of analysis, by adopt
ing a multimodal outlook to advertising configurations that takes into account
not only the verbal or the visual mode, but also interactions among modes, by
adopting a product categoryspecific approach to advertising/brand textuality
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George rossolatos seminar on branding, brand equity, brand semiotic models an...//disruptiVesemiOtics//
This document discusses several concepts relating to brand semiotics:
1. It summarizes Danesi's view that brands are logical constructs based on poetic logic, using imagination and metaphor rather than pure rationality.
2. It outlines Floch's approach to marketing semiotics, including his use and adaptation of Greimasian structuralist semiotics to analyze brands. It also critiques some limitations of Floch's approach.
3. It discusses Semprini's more integrated approach to constructing brand identity, combining semiotics with systems theory along three levels of brand meaning: axiological, narrative, and surface.George rossolatos seminar on branding, brand equity, brand semiotic models an...
George rossolatos seminar on branding, brand equity, brand semiotic models an...//disruptiVesemiOtics//
Seminar on Branding, brand equity, brand semiotic models and research methods
Tartu University, Estonia 13-14 May 2014
George Rossolatos MSc, MBA, PhD
//disruptiVesemiOtics// email: georgerossolatos123@gmail.com
http://uni-kassel.academia.edu/georgerossolatos
George rossolatos seminar on branding, brand equity, brand semiotic models an...
George rossolatos seminar on branding, brand equity, brand semiotic models an...//disruptiVesemiOtics//
Seminar on Branding, brand equity, brand semiotic models and research methods
Tartu University, Estonia 13-14 May 2014
George Rossolatos MSc, MBA, PhD
//disruptiVesemiOtics// email: georgerossolatos123@gmail.com
http://uni-kassel.academia.edu/georgerossolatos
George rossolatos seminar on branding, brand equity, brand semiotic models an...
George rossolatos seminar on branding, brand equity, brand semiotic models an...//disruptiVesemiOtics//
Seminar on Branding, brand equity, brand semiotic models and research methods
Tartu University, Estonia 13-14 May 2014
George Rossolatos MSc, MBA, PhD
//disruptiVesemiOtics// email: georgerossolatos123@gmail.com
http://uni-kassel.academia.edu/georgerossolatos
George rossolatos seminar on branding, brand equity, brand semiotic models an...
George rossolatos seminar on branding, brand equity, brand semiotic models an...//disruptiVesemiOtics//
Seminar on Branding, brand equity, brand semiotic models and research methods
Tartu University, Estonia 13-14 May 2014
George Rossolatos MSc, MBA, PhD
//disruptiVesemiOtics// email: georgerossolatos123@gmail.com
http://uni-kassel.academia.edu/georgerossolatos
Social engineering, new social movements by //disruptiVesemiOtics//
This document is a series of emails between George Rossolatos and various entities regarding allegations of surveillance, harassment, and data theft by state authorities and secret services. Rossolatos provides lengthy analyses to support his claims and references additional online resources. He expresses frustration that local and national authorities are unable or unwilling to properly investigate due to their alleged involvement. Rossolatos remains committed to exposing what he believes to be a widespread organized campaign against him and others.
George rossolatos links multimodality social semiotics advertising analysis
This document provides links to numerous academic papers and resources related to the study of multimodality and multimodal discourse analysis. It includes links to papers analyzing multimodality in contexts such as advertising, news media, film, graphic representations, and more. The resources covered take multidisciplinary approaches and employ various methodologies for analyzing how meaning is constructed through the interaction of different semiotic modes.
International Journal of Marketing Semiotics Vol.I
This document discusses two strands of rhetoric that have influenced advertising - rhetoric as the theory of argumentation and persuasion, and rhetoric as the taxonomy of rhetorical figures. It explores how both strands rely on presuppositions shared between message creators and recipients. For advertising to be effective, it must rely on cultural consensus while also redefining consumer experiences. The document uses examples of Absolut Vodka and car service ads to show how brands are positioned by drawing on shared values but recasting them. It argues that advertising is one of the only domains where rhetoric in both its classical senses remains active.
Social engineering, cybernetics and archaeology/genealogy of social movements
Social engineering, cybernetics and archaeology/genealogy of social movements //disruptiVesemiOtics//
This document appears to be a collection of internet links and commentary on a variety of loosely connected topics including state surveillance, secret societies, police corruption, and agenda 21 conspiracies. It criticizes government agencies and officials, accuses them of fabricating evidence and controlling the flow of information. References are made to satellite surveillance being used to record staged social interactions and fabricate accusations of acquaintance between targets. Police are described as "pigs" implementing totalitarian agendas. Masonic groups and secret societies are also criticized.George Rossolatos Brand equity planning with structuralist rhetorical semioti...
George Rossolatos Brand equity planning with structuralist rhetorical semioti...//disruptiVesemiOtics//
George Rossolatos has published a new book titled "Brand Equity Planning with Structuralist Rhetorical Semiotics". The 895 page book presents an innovative conceptual model and methodology for brand equity planning by examining how advertising uses multimodal textual elements to create brand associations. The book takes an interdisciplinary approach, drawing from fields such as semiotics, marketing, film theory and psychoanalysis. It operationalizes the brand signification model through a structuralist semiotic interpretation of branding texts, supported by content analysis software. The author, George Rossolatos, has industry and academic experience in marketing, advertising and brand management.INTERNATIONAL JOURNAL OF MARKETING SEMIOTICS VOL.I launch press release sep 2013
INTERNATIONAL JOURNAL OF MARKETING SEMIOTICS VOL.I launch press release sep 2013//disruptiVesemiOtics//
The document announces the launch of the first issue of the International Journal of Marketing Semiotics. The journal aims to constitute a reference point for academic research in marketing semiotics by enhancing the relevance of semiotic theories and methodologies across the marketing mix. The first issue includes papers that use semiotic analysis to examine representations of children in food advertisements in Cyprus, IKEA's intercultural communications strategies in Germany, and the multimodal rhetorical structures of advertisements for top brands. It also features a practitioner article on using archetype analysis to develop brand positioning and an introduction to a semiomarketing technique for optimizing video communication. The document concludes with a call for papers for the second issue.Smoke your brains out: Death drive as interpretive framework for compulsive c...
Smoke your brains out: Death drive as interpretive framework for compulsive c...//disruptiVesemiOtics//
This document discusses using the Freudian concepts of death drive and repetition compulsion as an interpretive framework for understanding compulsive consumption acts like smoking. It outlines key aspects of these concepts from Freud's work Beyond Pleasure Principle, including how the death drive emerges to account for instances where the pleasure principle is compromised. The death drive represents an instinct towards inertia and restoration of an earlier state. Compulsive repetition stems from the unconscious and satisfies one system (unconscious) while bringing displeasure to another (ego). The death drive could thus be seen as underlying smoking, with smoking representing an unconscious acting out of this drive despite its self-destructive nature.Interpreting ads with semiotic content analysis- Semiofest 2013- George Rosso...
Interpreting ads with semiotic content analysis- Semiofest 2013- George Rosso...//disruptiVesemiOtics//
Interpreting ads with semiotic content analysis- Semiofest 2013- George Rossolatos
rhetor dixit
marketing semiotics //rhetor.dixit// MODEL FOR STRATEGIC ADVERTISING PLANNING by //disruptiVesem...
//rhetor.dixit// MODEL FOR STRATEGIC ADVERTISING PLANNING by //disruptiVesem...//disruptiVesemiOtics//
This document discusses the power of rhetoric in advertising and introduces Disruptive Semiotics, which helps brands obtain a rhetorical first mover advantage. It uses quotes and examples to illustrate rhetorical devices like metaphors and humor that can make advertising more effective, while also questioning traditional measures of advertising effectiveness.G rossolatos mktng trends conf escp paris fetish taboo simulacrum 18 1_2012
marketing psychoanalysis semiotics george rossolatos disruptive semiotics
DOWNLOAD PAPER @ http://papers.ssrn.com/sol3/papers.cfm?abstract_id=2040680
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International Journal of Marketing Semiotics Vol.II, 2014
International Journal of Marketing Semiotics Vol.II, 2014
Brand equity planning with structuralist operations and operations of rhetori...
Brand equity planning with structuralist operations and operations of rhetori...
Exploring the rhetorical semiotic brand image structure of ad films with mult...
Exploring the rhetorical semiotic brand image structure of ad films with mult...
George rossolatos post doctoral application march 2014: For a semiotic model ...
George rossolatos post doctoral application march 2014: For a semiotic model ...
George rossolatos seminar on branding, brand equity, brand semiotic models an...
George rossolatos seminar on branding, brand equity, brand semiotic models an...
George rossolatos seminar on branding, brand equity, brand semiotic models an...
George rossolatos seminar on branding, brand equity, brand semiotic models an...
George rossolatos seminar on branding, brand equity, brand semiotic models an...
George rossolatos seminar on branding, brand equity, brand semiotic models an...
George rossolatos seminar on branding, brand equity, brand semiotic models an...
George rossolatos seminar on branding, brand equity, brand semiotic models an...
George rossolatos seminar on branding, brand equity, brand semiotic models an...
George rossolatos seminar on branding, brand equity, brand semiotic models an...
Social engineering, new social movements by //disruptiVesemiOtics//
Social engineering, new social movements by //disruptiVesemiOtics//
George rossolatos links multimodality social semiotics advertising analysis
George rossolatos links multimodality social semiotics advertising analysis
International Journal of Marketing Semiotics Vol.I
International Journal of Marketing Semiotics Vol.I
Social engineering, cybernetics and archaeology/genealogy of social movements
Social engineering, cybernetics and archaeology/genealogy of social movements
George Rossolatos Brand equity planning with structuralist rhetorical semioti...
George Rossolatos Brand equity planning with structuralist rhetorical semioti...
INTERNATIONAL JOURNAL OF MARKETING SEMIOTICS VOL.I launch press release sep 2013
INTERNATIONAL JOURNAL OF MARKETING SEMIOTICS VOL.I launch press release sep 2013
Smoke your brains out: Death drive as interpretive framework for compulsive c...
Smoke your brains out: Death drive as interpretive framework for compulsive c...
Interpreting ads with semiotic content analysis- Semiofest 2013- George Rosso...
Interpreting ads with semiotic content analysis- Semiofest 2013- George Rosso...
//rhetor.dixit// MODEL FOR STRATEGIC ADVERTISING PLANNING by //disruptiVesem...
//rhetor.dixit// MODEL FOR STRATEGIC ADVERTISING PLANNING by //disruptiVesem...
G rossolatos mktng trends conf escp paris fetish taboo simulacrum 18 1_2012
G rossolatos mktng trends conf escp paris fetish taboo simulacrum 18 1_2012
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5:凡事获得留信网入网的信息将会逐步更新到个人身份内，将在公安局网内查询个人身份证信息后，同步读取人才网入库信息
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[To download this presentation, visit:
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These materials are perfect for enhancing your business or classroom presentations, offering visual aids to supplement your insights. Please note that while comprehensive, these slides are intended as supplementary resources and may not be complete for standalone instructional purposes.
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Microsoft’s Digital Transformation Framework
McKinsey’s Ten Guiding Principles of Digital Transformation
Forrester’s Digital Transformation Framework
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MIT’s Digital Transformation Framework
Gartner’s Digital Transformation Framework
Accenture’s Digital Strategy & Enterprise Frameworks
Deloitte’s Digital Industrial Transformation Framework
Capgemini’s Digital Transformation Framework
PwC’s Digital Transformation Framework
Cisco’s Digital Transformation Framework
Cognizant’s Digital Transformation Framework
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【业务选择办理准则】
一、工作未确定，回国需先给父母、亲戚朋友看下文凭的情况，办理一份就读学校的毕业证【微信：A575476】文凭即可
二、回国进私企、外企、自己做生意的情况，这些单位是不查询毕业证真伪的，而且国内没有渠道去查询国外文凭的真假，也不需要提供真实教育部认证。鉴于此，办理一份毕业证【微信：A575476】即可
三、进国企，银行，事业单位，考公务员等等，这些单位是必需要提供真实教育部认证的，办理教育部认证所需资料众多且烦琐，所有材料您都必须提供原件，我们凭借丰富的经验，快捷的绿色通道帮您快速整合材料，让您少走弯路。
留信网认证的作用:
1:该专业认证可证明留学生真实身份
2:同时对留学生所学专业登记给予评定
3:国家专业人才认证中心颁发入库证书
4:这个认证书并且可以归档倒地方
5:凡事获得留信网入网的信息将会逐步更新到个人身份内，将在公安局网内查询个人身份证信息后，同步读取人才网入库信息
6:个人职称评审加20分
7:个人信誉贷款加10分
8:在国家人才网主办的国家网络招聘大会中纳入资料，供国家高端企业选择人才
→ 【关于价格问题（保证一手价格）
我们所定的价格是非常合理的，而且我们现在做得单子大多数都是代理和回头客户介绍的所以一般现在有新的单子 我给客户的都是第一手的代理价格，因为我想坦诚对待大家 不想跟大家在价格方面浪费时间
对于老客户或者被老客户介绍过来的朋友，我们都会适当给一些优惠。
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Brand equity planning with structuralist rhetorical semiotics vol.i
- 1. BUY NOWNOW BUY http://www.amazon. com/dp/148184315X
- 2. Title: Brand equity planning with structuralist rhetorical semiotics Vol.I ISBN: 978-1481843157 Author: George Rossolatos Release date: 2012 Pages: 260 Available at Amazon: http://www.amazon.com/dp/148184315X
- 3. Publication objectives: This book seeks to outline a structuralist rhetorical semiotic approach to brand equity planning, with view to addressing how advertising textual expressive elements may be selected, how they may be transformed into brand elements and how brand elements may be transformed into brand associations as sources of sustainable brand equity. The focus lies in demonstrating the usefulness of structuralist rhetorical semiotics in the construction and ongoing management of brand associations as outcomes of sustainable brand equity. This research culminates in a rhetorical semiotic brand equity conceptual model. A brand equity structure consists of a web of associations that must be foreseen and planned from the very first phase of brand encoding. Managing brand equity is indistinguishable from managing the “transformational grammar” that conjoins advertising expressive elements with brand associations, with the aid of structuralist semiotic operations and operations of rhetorical transformation. This brand grammar is propounded against the backdrop of the Greimasian generative trajectory of signification and enriched in the light of visual semiotics, film semiotics, multimodal discourse, film theory, branding theory and psychoanalysis. This book puts forward the model of the brand trajectory of signification as a platform for planning and actively managing sources and outcomes of brand equity. Furthermore, the binarist rationale that undergirds the time-hallowed semiotic square is challenged in the light of connectionist advances. The morphology and syntax of the levels of the brand trajectory are addressed on multiple dimensions, such as general and local textual norms, intra-brand/inter-brand, intra- filmic/inter-filmic, diachronic/synchronic. The management of brand textual coherence and consistency in the context of the brand generative trajectory furnishes a dynamic mapping outlook to the interplay between a brand’s idiolect and a product category’s sociolect.
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