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 building strong brands with structuralist rhetorical semiot...//disruptiVesemiOtics//
George Rossolatos
Building strong brands with structuralist rhetorical semiotics
New Bulgaria University 19 9 2014
12th International Association for Semiotic Studies World Congress
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
Surname 1
Name
Tutor
Course
Date
The Rhetoric Purpose
The rhetoric purposes are written to specifically persuade, explain or convey feelings. Rhetoric features are the characteristics that assist in convincing the audience of certain points of view (Raimes and Miller-Cochran 8). A writer uses these features as strategies to help in the construction of texts. Effective use of rhetoric features leads to logical order and appeals the target audience.
Rhetorical features include logos, ethos and pathos, word play, form and organization and the use of figurative language.
Logos, Ethos pathos
The logos, ethos and pathos are also called the rhetorical triangle. The three aspects interweave to generate persuasive essays. Logo’s majorly centralizes on content, structure and reasoning of the text. Pathos centralizes on the reader’s sympathy towards particular perspectives. Ethos centers on the writer’s ability to put in writing issues on authoritative subjects. These aspects are creatively incorporated with proper organization, word play and figurative language for persuasive essays.
Word play
These are used at sentence and phrases level. Examples of word play are parallelism, Anaphoria, alliteration and chiasmus. In his speech, Martin Luther King Jnr., “I Have dream” maximally utilizes word play.
Here is an extract of a passage from the speech
“Let freedom ring from Lookout Mountain of Tennessee! Let freedom ring from every hill and molehill of Mississippi! From every mountainside, let freedom ring.
The repetitive use of the statement “Let freedom ring” exhibits the use of anaphora while alliteration occurs words such as “molehill, Mississippi and mountainside. Chiasmus is shown by the inversion of syntactic structure in “from (a location) to “Let freedom ring.”
Figurative language
Figurative language goes beyond the literal sense. This feature can be used at the sentence and composition level. Figurative language includes figures of comparison like metaphors, similes and analogy, figures that help expressing associations like metonymy and synecdone and figures of irony like dramatic and situational drama. For instance, in Romeo and Juliet, Shakespeare uses figurative language. This is seen when Juliet connoted that the aspects of Romeo and the rose flower do not have any connection with their names. This was in the statement “What's in a name? That which we call a rose/by any other name would smell as sweet”
Form and organization
The textual forms and organization affect the logos, pathos and ethos of a text. All writers adopt a form and organization that suits the purpose of their writing. For example, an official letter varies in form and organization from an unofficial letter. This is because the targeted reader might be too busy to read the entire letter. Thus, the persuasive and the strong points of the message will be put in a short communication. This should be done in a way that affects the reader (pathos) and esta ...
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 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 building strong brands with structuralist rhetorical semiot...//disruptiVesemiOtics//
George Rossolatos
Building strong brands with structuralist rhetorical semiotics
New Bulgaria University 19 9 2014
12th International Association for Semiotic Studies World Congress
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
Surname 1
Name
Tutor
Course
Date
The Rhetoric Purpose
The rhetoric purposes are written to specifically persuade, explain or convey feelings. Rhetoric features are the characteristics that assist in convincing the audience of certain points of view (Raimes and Miller-Cochran 8). A writer uses these features as strategies to help in the construction of texts. Effective use of rhetoric features leads to logical order and appeals the target audience.
Rhetorical features include logos, ethos and pathos, word play, form and organization and the use of figurative language.
Logos, Ethos pathos
The logos, ethos and pathos are also called the rhetorical triangle. The three aspects interweave to generate persuasive essays. Logo’s majorly centralizes on content, structure and reasoning of the text. Pathos centralizes on the reader’s sympathy towards particular perspectives. Ethos centers on the writer’s ability to put in writing issues on authoritative subjects. These aspects are creatively incorporated with proper organization, word play and figurative language for persuasive essays.
Word play
These are used at sentence and phrases level. Examples of word play are parallelism, Anaphoria, alliteration and chiasmus. In his speech, Martin Luther King Jnr., “I Have dream” maximally utilizes word play.
Here is an extract of a passage from the speech
“Let freedom ring from Lookout Mountain of Tennessee! Let freedom ring from every hill and molehill of Mississippi! From every mountainside, let freedom ring.
The repetitive use of the statement “Let freedom ring” exhibits the use of anaphora while alliteration occurs words such as “molehill, Mississippi and mountainside. Chiasmus is shown by the inversion of syntactic structure in “from (a location) to “Let freedom ring.”
Figurative language
Figurative language goes beyond the literal sense. This feature can be used at the sentence and composition level. Figurative language includes figures of comparison like metaphors, similes and analogy, figures that help expressing associations like metonymy and synecdone and figures of irony like dramatic and situational drama. For instance, in Romeo and Juliet, Shakespeare uses figurative language. This is seen when Juliet connoted that the aspects of Romeo and the rose flower do not have any connection with their names. This was in the statement “What's in a name? That which we call a rose/by any other name would smell as sweet”
Form and organization
The textual forms and organization affect the logos, pathos and ethos of a text. All writers adopt a form and organization that suits the purpose of their writing. For example, an official letter varies in form and organization from an unofficial letter. This is because the targeted reader might be too busy to read the entire letter. Thus, the persuasive and the strong points of the message will be put in a short communication. This should be done in a way that affects the reader (pathos) and esta ...
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 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
Rift Valley University initially conceived as College, was established in Adama City of East Shawa Zone, Oromia National Regional State in October 2000 G.C, foreseeing the core values of good governance, commitment to quality services and community development, gender sensitivity, secularism and non-partisan, creativity, responsiveness, team work spirit, and work culture parallel to the nation’s development goals along with the purpose of producing competent, ethical and skilled manpower without making any distinction between people of different ethnic, religious, social, economic and political backgrounds.
After securing its legal personality, the then Rift Valley College strongly worked on the accreditation processes of its training and education programs from all regulatory bodies, and managed to get full accreditation from Higher Education Relevance and Quality Agency and Regional States TVET Agencies. Taking its flourishing capacity and quality service into account, the Ministry of Education, in collaboration with HERQA, granted the rank of University College in August 2007 G.C. This was not an easy task and a simple success story for the institution. The two regulatory bodies had conducted rigorous evaluation of the systems of the institution, physical facilities and learning resources of its campuses and faculties to come to decision of such status change. Afterwards, Rift Valley University College rigorously worked towards becoming a full-fledged university and realized itself as Rift Valley University in August 2014 G.C.
Currently, Rift Valley University being a pioneer and the largest Private Higher Learning Institution in Ethiopia has been delivering quality education to the citizens and foreigners who have lived in the country for different purposes. Furthermore, the University has 50 Campuses (among which Finfine Campus is one), 3 TVET Colleges and College of Open and Distance Education (32 accredited branches) with diversified fields of study across the country. Over the last two decades, thousands have joined and graduated with Technical and Vocational Education and Training (TVET), Bachelor’s degree, and Master’s degree that enabled them to support themselves and their families. Others have also managed to create their own jobs whereby they exhibited the merits of their training and education at Rift Valley University in fostering the already established development goals of the country.
Rift Valley University initially conceived as College, was established in Adama City of East Shawa Zone, Oromia National Regional State in October 2000 G.C, foreseeing the core values of good governance, commitment to quality services and community development, gender sensitivity, secularism and non-partisan, creativity, responsiveness, team work spirit, and work culture parallel to the nation’s development goals along with the purpose of producing competent, ethical and skilled manpower without making any distinction between people of d
How to Write an Argumentative Essay Step By Step - Gudwriter. Sample Argumentative Essay.doc. Thesis Introduction Examples Examples - How to write a thesis .... 45 Perfect Thesis Statement Templates Examples ᐅ TemplateLab. FREE 9 Argumentative Essay Samples in PDF. PPT - Argument Writing PowerPoint Presentation, free download - ID:6134976. The argumentative essay. Argumentative Essay: Definition, Outline amp; Examples of Argumentative .... 005 Argumentative Essay Sample Research Paper Museumlegs. Argumentative research paper example. Argumentative Research Paper .... How to Write an Argumentative Essay Samples and Topics. Argumentative Essay.docx Higher Education Government Free 30-day .... Argumentative Essay. View Argument Thesis Statement Examples Full - Exam. How To Restate A Thesis In Different Words - Https Www Colorado Edu .... Sample Research Argumentative Essay - How to create a Research .... Persuasive Essay: Argumentative essay samples. Argument
Using discourse analysis to fuel brand strategies by Ray PoynterMerlien Institute
Paper presented at the international conference on Qualitative Consumer Research & Insights 2011
7 & 8 April 2011, Malta
Organised by Merlien Institute
http://www.merlien.org
This paper draws from an ongoing oral history project with Black, Indigenous and Person of Color (BIPOC) entrepreneurs in Metro Detroit navigating the personal and professional traumas of the COVID-19 pandemic.
THE PURPOSE Knowledge After completing this assignment, .docxoscars29
THE PURPOSE:
Knowledge:
After completing this assignment, you will understand:
1) The scope and diversity of psychology as a discipline.
2) How psychologists working from different philosophical and theoretical perspectives make different
contributions to our understanding of particular psychological topics.
Skills:
After completing this assignment, you will be able to:
1) Assess the strengths and weaknesses of various explanations for your topic.
2) Explain how the Integration and/or competition between explanations from various perspectives helps
psychology advance our understanding of human behavior and mental processing.
YOUR TASK:
Your task is to select ONE psychological topic you find particularly interesting. This may be a topic we have covered in
the course or a psychological topic we have not covered. You will then examine this topic from three different
philosophical or theoretical perspectives within psychology. For example, you could examine your topic from any of the
following philosophical perspectives: physiological, behavioral, cognitive, social, humanistic, evolutionary,
psychoanalytic, etc). Alternatively, you could opt to examine your topic more specifically using three different theories,
which may or may not differ in their philosophical perspectives. For example, imagine that you choose “bullying” as
your topic. You could examine how bullying is explained from a biological, behavioral, and social perspective (three
different philosophical perspectives). Alternatively, you could choose to examine how three different theories attempt
to explain bullying. Two of these theories might be theories from a “social” perspective and one might be a theory from
a “biological” perspective.
In either case, you must utilize and cite original sources for those perspectives in your analysis/discussion. This means
that you must research your topic to find three different explanations for your topic. Your analysis cannot be based on
personal opinion alone.
Write-up: Your write-up should begin with a general overview of your topic and the reasons why it is particularly
interesting or relevant to you. This introduction should be followed by an analysis of your topic from three different
philosophical or theoretical perspectives. Your analysis should demonstrate a general understanding of your topic and
the fundamental principles used by each philosophical or theoretical perspective to explain that topic (using at least
three academic sources outside of your textbook as source material). In addition, you should discuss whether the
explanations offered by the different perspectives are complimentary to one another or contradict one another. Finally,
your analysis should include your own personal reflection of these perspectives and an informed assessment of what
you see as the strengths and weaknesses of each based on your research of them.
THE CRITERIA:
Review the grading criteria for this .
Brand equity planning with structuralist operations and operations of rhetori...//disruptiVesemiOtics//
This paper furnishes a structuralist rhetorical semiotic conceptual framework for brand equity
planning. The main source of brand equity that is employed for exemplification purposes is the
advertising filmic text. The conceptual framework assumes as its general blueprint Greimas’s
generativist model of the trajectory of signification. Structuralist operations and operations of
rhetorical transformation are posited as the basis for the generation of superior brand associations.
The conceptual model put forward challenges the Greimasian assumption that
a
depth
semantic
structure is
reducible
to a binarist rationale, while adopting a connectionist approach
in
the form of associative networks. At the same time,
the
proposed
framework
deviates from
the
application of conceptual graphs in textual semiotics,
while
portraying in the form of
associative
networks how the three strata of a brand’s trajectory of signification interact with
view
to generating brand associations.
Lecture 1st-Introduction to Discourse Analysis._023928.pptxGoogle
Introduction to discourse analysis
What is discourse?
What is discourse Analysis?
Paradigms in linguistics
Cohesion and Coherense
Types of written discourse
Types of spoken discourse
Text and discourse
Scope of discourse analysis
This is for discourse analysis of Malcolm Xs The Bullet or the Ba.docxkbrenda
This is for discourse analysis of Malcolm X's
The Bullet or the Ballot
speech, and how it relates to today's society
Analyze your chosen discourse using four concepts or theories of discourse analysis outlined in your course textbook and other required resources (i.e. use of lexical grammar, Grice’s maxims, intertextuality, etc.).
Assess how language is used persuasively, offensively, effectively, or ineffectively to convey a particular social message or agenda.
Locate two other discourse samples about the same topic.
These can be excerpts in the same genre, or you may draw from other genres (such as blogs, social media posts, Tweets, video clips, multi-media excerpts, etc.).
Compare the arguments and language used in the additional excerpts to your chosen text, drawing upon concepts and theories of discourse analysis outlined in the course.
Assess how the three discourse samples shape and are shaped by ideologies of power, control, injustice, inequality, social change, and emancipation.
.
You are to take one or two of the artistic pieces that are na.docxhanneloremccaffery
You are to take one or two of the artistic pieces that are named below (or, you may find an equivalent artistic piece that also deals with similar issues of race) and: deconstruct it, critique it, compare it, analyze it, using the methodological tools of analyzing racism that we have learned through the readings and lectures...From among these are: White privilege, structural racism, Race as social construct, the racial contract, racial moral cognitive dysfunction/double standards of morality and empathy based on race, epistemology of forgetfulness...
The theories that we have dealt with are going to be the central piece. They are the lenses by which you will analyze the artistic pieces. You must refer back to our readings in depth to support your understanding of the theories.
The following are the art pieces:
Movies: Rosewood, Malcolm X, Twelve Years a Slave (something else of your choice)
Paintings: the murals found at the Church of the Advocate... (This church is within walking distance...to go see the pieces you need to call in...Find their number on the web)
Songs: either Brother Ali’s "The Travelers" or, "breaking dawn", Immortal techniques' "Third World" or “rich man's world" or, Wise intelligent's "Globe holders", or, Amir Sulaiman’s “Somalia”…
3-5 pages, 12 font, at least two sources, any style of citation is allowed...
14
Module Eight: Communication, Socialization and Culture in Organizations
Objectives: Candidates will acquire knowledge of group communication and organizational patterns of communication (skill). They will learn to manage their professional activities better within an organizational context by improving their understanding of group dynamics (skill). They will recognize that group behavior is the medium for organizational culture and practice.
Key Concepts: Organization, organizational communication, communication flow, gatekeeper, communication networks, formal and informal communication, organizational culture, grapevine, subaltern, informational/cybernetic models of organizations, goal displacement, scientific management, Taylorism, fantasy themes, thick description, similes, subaltern,
Blackboard Discussion: Describe the informal network of information–grapevine–in your organization from the perspective of what gets communicated, to whom, when and for what reason? How important is the grapevine to your job? How is your professional identity shaped by the grapevine? Can you afford to ignore the grapevine in your school? (What are the positive and negative consequences if you do?) What impact does the information in the grapevine have on your classroom?
On-line Activities: Please read Becker, The Dehumanized World (found in Course Documents). What is his main point? (Hint: Consider the qualities of language discussed in week two of the course as well as the content of this week’s module.). More specifically, why is the concept of reification important to anyone who works in an organization. Why a.
Rift Valley University initially conceived as College, was established in Adama City of East Shawa Zone, Oromia National Regional State in October 2000 G.C, foreseeing the core values of good governance, commitment to quality services and community development, gender sensitivity, secularism and non-partisan, creativity, responsiveness, team work spirit, and work culture parallel to the nation’s development goals along with the purpose of producing competent, ethical and skilled manpower without making any distinction between people of different ethnic, religious, social, economic and political backgrounds.
After securing its legal personality, the then Rift Valley College strongly worked on the accreditation processes of its training and education programs from all regulatory bodies, and managed to get full accreditation from Higher Education Relevance and Quality Agency and Regional States TVET Agencies. Taking its flourishing capacity and quality service into account, the Ministry of Education, in collaboration with HERQA, granted the rank of University College in August 2007 G.C. This was not an easy task and a simple success story for the institution. The two regulatory bodies had conducted rigorous evaluation of the systems of the institution, physical facilities and learning resources of its campuses and faculties to come to decision of such status change. Afterwards, Rift Valley University College rigorously worked towards becoming a full-fledged university and realized itself as Rift Valley University in August 2014 G.C.
Currently, Rift Valley University being a pioneer and the largest Private Higher Learning Institution in Ethiopia has been delivering quality education to the citizens and foreigners who have lived in the country for different purposes. Furthermore, the University has 50 Campuses (among which Finfine Campus is one), 3 TVET Colleges and College of Open and Distance Education (32 accredited branches) with diversified fields of study across the country. Over the last two decades, thousands have joined and graduated with Technical and Vocational Education and Training (TVET), Bachelor’s degree, and Master’s degree that enabled them to support themselves and their families. Others have also managed to create their own jobs whereby they exhibited the merits of their training and education at Rift Valley University in fostering the already established development goals of the country.
Rift Valley University initially conceived as College, was established in Adama City of East Shawa Zone, Oromia National Regional State in October 2000 G.C, foreseeing the core values of good governance, commitment to quality services and community development, gender sensitivity, secularism and non-partisan, creativity, responsiveness, team work spirit, and work culture parallel to the nation’s development goals along with the purpose of producing competent, ethical and skilled manpower without making any distinction between people of d
How to Write an Argumentative Essay Step By Step - Gudwriter. Sample Argumentative Essay.doc. Thesis Introduction Examples Examples - How to write a thesis .... 45 Perfect Thesis Statement Templates Examples ᐅ TemplateLab. FREE 9 Argumentative Essay Samples in PDF. PPT - Argument Writing PowerPoint Presentation, free download - ID:6134976. The argumentative essay. Argumentative Essay: Definition, Outline amp; Examples of Argumentative .... 005 Argumentative Essay Sample Research Paper Museumlegs. Argumentative research paper example. Argumentative Research Paper .... How to Write an Argumentative Essay Samples and Topics. Argumentative Essay.docx Higher Education Government Free 30-day .... Argumentative Essay. View Argument Thesis Statement Examples Full - Exam. How To Restate A Thesis In Different Words - Https Www Colorado Edu .... Sample Research Argumentative Essay - How to create a Research .... Persuasive Essay: Argumentative essay samples. Argument
Using discourse analysis to fuel brand strategies by Ray PoynterMerlien Institute
Paper presented at the international conference on Qualitative Consumer Research & Insights 2011
7 & 8 April 2011, Malta
Organised by Merlien Institute
http://www.merlien.org
This paper draws from an ongoing oral history project with Black, Indigenous and Person of Color (BIPOC) entrepreneurs in Metro Detroit navigating the personal and professional traumas of the COVID-19 pandemic.
THE PURPOSE Knowledge After completing this assignment, .docxoscars29
THE PURPOSE:
Knowledge:
After completing this assignment, you will understand:
1) The scope and diversity of psychology as a discipline.
2) How psychologists working from different philosophical and theoretical perspectives make different
contributions to our understanding of particular psychological topics.
Skills:
After completing this assignment, you will be able to:
1) Assess the strengths and weaknesses of various explanations for your topic.
2) Explain how the Integration and/or competition between explanations from various perspectives helps
psychology advance our understanding of human behavior and mental processing.
YOUR TASK:
Your task is to select ONE psychological topic you find particularly interesting. This may be a topic we have covered in
the course or a psychological topic we have not covered. You will then examine this topic from three different
philosophical or theoretical perspectives within psychology. For example, you could examine your topic from any of the
following philosophical perspectives: physiological, behavioral, cognitive, social, humanistic, evolutionary,
psychoanalytic, etc). Alternatively, you could opt to examine your topic more specifically using three different theories,
which may or may not differ in their philosophical perspectives. For example, imagine that you choose “bullying” as
your topic. You could examine how bullying is explained from a biological, behavioral, and social perspective (three
different philosophical perspectives). Alternatively, you could choose to examine how three different theories attempt
to explain bullying. Two of these theories might be theories from a “social” perspective and one might be a theory from
a “biological” perspective.
In either case, you must utilize and cite original sources for those perspectives in your analysis/discussion. This means
that you must research your topic to find three different explanations for your topic. Your analysis cannot be based on
personal opinion alone.
Write-up: Your write-up should begin with a general overview of your topic and the reasons why it is particularly
interesting or relevant to you. This introduction should be followed by an analysis of your topic from three different
philosophical or theoretical perspectives. Your analysis should demonstrate a general understanding of your topic and
the fundamental principles used by each philosophical or theoretical perspective to explain that topic (using at least
three academic sources outside of your textbook as source material). In addition, you should discuss whether the
explanations offered by the different perspectives are complimentary to one another or contradict one another. Finally,
your analysis should include your own personal reflection of these perspectives and an informed assessment of what
you see as the strengths and weaknesses of each based on your research of them.
THE CRITERIA:
Review the grading criteria for this .
Brand equity planning with structuralist operations and operations of rhetori...//disruptiVesemiOtics//
This paper furnishes a structuralist rhetorical semiotic conceptual framework for brand equity
planning. The main source of brand equity that is employed for exemplification purposes is the
advertising filmic text. The conceptual framework assumes as its general blueprint Greimas’s
generativist model of the trajectory of signification. Structuralist operations and operations of
rhetorical transformation are posited as the basis for the generation of superior brand associations.
The conceptual model put forward challenges the Greimasian assumption that
a
depth
semantic
structure is
reducible
to a binarist rationale, while adopting a connectionist approach
in
the form of associative networks. At the same time,
the
proposed
framework
deviates from
the
application of conceptual graphs in textual semiotics,
while
portraying in the form of
associative
networks how the three strata of a brand’s trajectory of signification interact with
view
to generating brand associations.
Lecture 1st-Introduction to Discourse Analysis._023928.pptxGoogle
Introduction to discourse analysis
What is discourse?
What is discourse Analysis?
Paradigms in linguistics
Cohesion and Coherense
Types of written discourse
Types of spoken discourse
Text and discourse
Scope of discourse analysis
This is for discourse analysis of Malcolm Xs The Bullet or the Ba.docxkbrenda
This is for discourse analysis of Malcolm X's
The Bullet or the Ballot
speech, and how it relates to today's society
Analyze your chosen discourse using four concepts or theories of discourse analysis outlined in your course textbook and other required resources (i.e. use of lexical grammar, Grice’s maxims, intertextuality, etc.).
Assess how language is used persuasively, offensively, effectively, or ineffectively to convey a particular social message or agenda.
Locate two other discourse samples about the same topic.
These can be excerpts in the same genre, or you may draw from other genres (such as blogs, social media posts, Tweets, video clips, multi-media excerpts, etc.).
Compare the arguments and language used in the additional excerpts to your chosen text, drawing upon concepts and theories of discourse analysis outlined in the course.
Assess how the three discourse samples shape and are shaped by ideologies of power, control, injustice, inequality, social change, and emancipation.
.
You are to take one or two of the artistic pieces that are na.docxhanneloremccaffery
You are to take one or two of the artistic pieces that are named below (or, you may find an equivalent artistic piece that also deals with similar issues of race) and: deconstruct it, critique it, compare it, analyze it, using the methodological tools of analyzing racism that we have learned through the readings and lectures...From among these are: White privilege, structural racism, Race as social construct, the racial contract, racial moral cognitive dysfunction/double standards of morality and empathy based on race, epistemology of forgetfulness...
The theories that we have dealt with are going to be the central piece. They are the lenses by which you will analyze the artistic pieces. You must refer back to our readings in depth to support your understanding of the theories.
The following are the art pieces:
Movies: Rosewood, Malcolm X, Twelve Years a Slave (something else of your choice)
Paintings: the murals found at the Church of the Advocate... (This church is within walking distance...to go see the pieces you need to call in...Find their number on the web)
Songs: either Brother Ali’s "The Travelers" or, "breaking dawn", Immortal techniques' "Third World" or “rich man's world" or, Wise intelligent's "Globe holders", or, Amir Sulaiman’s “Somalia”…
3-5 pages, 12 font, at least two sources, any style of citation is allowed...
14
Module Eight: Communication, Socialization and Culture in Organizations
Objectives: Candidates will acquire knowledge of group communication and organizational patterns of communication (skill). They will learn to manage their professional activities better within an organizational context by improving their understanding of group dynamics (skill). They will recognize that group behavior is the medium for organizational culture and practice.
Key Concepts: Organization, organizational communication, communication flow, gatekeeper, communication networks, formal and informal communication, organizational culture, grapevine, subaltern, informational/cybernetic models of organizations, goal displacement, scientific management, Taylorism, fantasy themes, thick description, similes, subaltern,
Blackboard Discussion: Describe the informal network of information–grapevine–in your organization from the perspective of what gets communicated, to whom, when and for what reason? How important is the grapevine to your job? How is your professional identity shaped by the grapevine? Can you afford to ignore the grapevine in your school? (What are the positive and negative consequences if you do?) What impact does the information in the grapevine have on your classroom?
On-line Activities: Please read Becker, The Dehumanized World (found in Course Documents). What is his main point? (Hint: Consider the qualities of language discussed in week two of the course as well as the content of this week’s module.). More specifically, why is the concept of reification important to anyone who works in an organization. Why a.
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
George rossolatos post doctoral application march 2014: For a semiotic model ...//disruptiVesemiOtics//
George rossolatos post doctoral application march 2014: For a semiotic model of cultural branding and the dynamic management of a brandosphere in the face of User Generated Advertising
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...//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
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
We will dig deeper into:
1. How to capture video testimonials that convert from your audience 🎥
2. How to leverage your testimonials to boost your sales 💲
3. How you can capture more CRM data to understand your audience better through video testimonials. 📊
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
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Cracking the Workplace Discipline Code Main.pptxWorkforce Group
Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
Although discipline is not a one-size-fits-all approach, it can help create a work environment that encourages personal growth and accountability rather than solely relying on punitive measures.
In this deck, you will learn the significance of workplace discipline for organisational success. You’ll also learn
• Four (4) workplace discipline methods you should consider
• The best and most practical approach to implementing workplace discipline.
• Three (3) key tips to maintain a disciplined workplace.
Improving profitability for small businessBen Wann
In this comprehensive presentation, we will explore strategies and practical tips for enhancing profitability in small businesses. Tailored to meet the unique challenges faced by small enterprises, this session covers various aspects that directly impact the bottom line. Attendees will learn how to optimize operational efficiency, manage expenses, and increase revenue through innovative marketing and customer engagement techniques.
Digital Transformation and IT Strategy Toolkit and TemplatesAurelien Domont, MBA
This Digital Transformation and IT Strategy Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 5,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation and IT Strategy Toolkit. It includes all the Frameworks, Best Practices & Templates required to successfully undertake the Digital Transformation of your organization and define a robust IT Strategy.
Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
This PowerPoint presentation is only a small preview of our Toolkits. For more details, visit www.domontconsulting.com
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
Event Report - SAP Sapphire 2024 Orlando - lots of innovation and old challengesHolger Mueller
Holger Mueller of Constellation Research shares his key takeaways from SAP's Sapphire confernece, held in Orlando, June 3rd till 5th 2024, in the Orange Convention Center.
"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
𝐓𝐉 𝐂𝐨𝐦𝐬 provides unlimited package services including such as Event organizing, Event planning, Event production, Manpower, PR marketing, Design 2D/3D, VIP protocols, Interpreter agency, etc.
Sports events - Golf competitions/billiards competitions/company sports events: dynamic and challenging
⭐ 𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐝 𝐩𝐫𝐨𝐣𝐞𝐜𝐭𝐬:
➢ 2024 BAEKHYUN [Lonsdaleite] IN HO CHI MINH
➢ SUPER JUNIOR-L.S.S. THE SHOW : Th3ee Guys in HO CHI MINH
➢FreenBecky 1st Fan Meeting in Vietnam
➢CHILDREN ART EXHIBITION 2024: BEYOND BARRIERS
➢ WOW K-Music Festival 2023
➢ Winner [CROSS] Tour in HCM
➢ Super Show 9 in HCM with Super Junior
➢ HCMC - Gyeongsangbuk-do Culture and Tourism Festival
➢ Korean Vietnam Partnership - Fair with LG
➢ Korean President visits Samsung Electronics R&D Center
➢ Vietnam Food Expo with Lotte Wellfood
"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
Training my puppy and implementation in this story
George rossolatos seminar on branding, brand equity, brand semiotic models and research methods part 5
1. George Rossolatos MSc, MBA, PhD
//disruptiVesemiOtics// email: georgerossolatos123@gmail.com
http://uni-kassel.academia.edu/georgerossolatos
Ref.ppt Date
Danesi’s Brand Semiotics: The poetic logic
• A brand is a logical construct, a name evoking an unconscious system of thought
• The logical reasoning used is hardly ‘rational’ ; it is based on the poetic sense built into words
• Brands are essentially metaphors (Vico), they are part of a ‘social logic’ as unconscious system of reasoning
and inference that is tied to the rhetorical value of brand names.
• Poetic logic is evidence that we use our imagination in tandem with our senses to understand the world
• BRANDS ARE FIRST AND FOREMOST IMAGINARY CONSTRUCTS, YET OF PRACTICAL
RELEVANCE AND CARRYING VALUES THAT MAY BE LOGICALLY ARTICULATED
• It is no wonder that brand names have become metonymically sign-posts for entire product categories
• Anyone got any post-its? ---- Do you have small pieces of paper for note-taking?
• Google it --- Look for information about topic X by using a web-based search–engine
• To hoover --- To clean carpets
• Pass me a Kleenex ------ Give me a tissue
•
•
2. George Rossolatos MSc, MBA, PhD
//disruptiVesemiOtics// email: georgerossolatos123@gmail.com
http://uni-kassel.academia.edu/georgerossolatos
Ref.ppt Date
Danesi’s Brand Semiotics: The connotative index
• Brands may be viewed as signification systems, that is culture-specific meanings and
attendant mental constructs that are evoked by a brand.
• Brands as signs enter into relations with other signs in a culture and gain their ‘value’
from them.
• The connotative index: The higher the number of connotations a brand generates, the
greater its psychological force
• Also see Keller’s richness of brand associations BUT
• RISK OF DILUTING BRAND DNA AND CORE BRAND PROMISE
Danesi’s Brand Semiotics: Brands as texts
• Text: A ‘putting together’ of signifying elements (words, sounds, images, etc.) to produce a meaningful
message .
• The form brands are given in advertising campaigns is called their textuality
• 4 levels of textuality:
• Surface text: It identifies a product and presents a situation or image, while unfolding as an
action sequence.
• Subtext: The generation of sensations through synesthetic effects that are produced from the
interaction between two or more signs(e.g., an ice-cube rubbing a neck)
• Intertext: Connotations that emerge from signs that are employed in ads by virtue of their
intertextual embeddedness (e.g., familiar representations that carry conventionalized meaning due
to their recurrent portrayal in films)
• Metatext : The creation of different kinds of texts for each medium which results in an overall text
or ‘metatext’
• Note: This notion also surfaces in the relevant literature as transmedia storytelling
3. George Rossolatos MSc, MBA, PhD
//disruptiVesemiOtics// email: georgerossolatos123@gmail.com
http://uni-kassel.academia.edu/georgerossolatos
Ref.ppt Date
Floch’s Marketing Semiotics
• Floch pioneered in the application of Greimasian structuralist semiotics in marketing
theory and research
• His main work Marketing Semiotics (2001) that exemplifies his approach which is
complemented by Visual Identities (2000), even though not furnishing a coherent
branding theory, is interspersed with insightful conceptual and methodological
remarks borne out of his active involvement in applied marketing semiotic research.
Floch’s approaches to branding research
• Expanded Greimasian semiotics to the visual territory (logos, ad signs)
• Applied Greimasian structuralist semiotics to services (banking, metro), retail
(Carrefour), fmcg’s (pharmaceuticals), durables (Citroen)
• Adapted the semiotic square’s binarist rationale to both depth and surface
structure readings
• Multimodal reading grids of packaging and advertising elements (effets de sens)
• Universal axiological mapping by projection on the veridictory square
4. George Rossolatos MSc, MBA, PhD
//disruptiVesemiOtics// email: georgerossolatos123@gmail.com
http://uni-kassel.academia.edu/georgerossolatos
Ref.ppt Date
Criticism of Floch’s adaptation of the structuralist depth grammatical
binarist rationale to visual surface discursive structures
• Floch, by analyzing mostly print ads in the pharmaceutical category of psychotropic
medication found that “this discourse had not been put together in a haphazard way, but
according to a very specific encoding, the awareness of which enabled us to avoid taking
for granted the incorporation of such details as the stable nature of a line, the dissymmetry of
a form, the graphics of a design or the contrast of two values” (Floch 2001).
• By drawing on recurrent stylistic patterns Floch identified twelve distinctive visual categories
in psychotropic drug advertising, such as “clear vs dark”, “shaded vs contrasting”
• However, binarist pairs in the visual sign are not as clear-cut, as Sonesson argues.
• “Oppositions may be in absentia, or true oppositions, or in praesentia, or contrasts.
Thus, in pictures there is no obvious equivalent to the system of (constitutive)
oppositions present in the phonological and semantic organisation of verbal
language”
• Over-reliance on the binarist model
• As against Rastier’s criticisms of the binarist semiotic square (developed in
collaboration with Greimas)
• By implication, not taking into account advances in structuralist semiotics in the
connectionist territory
Floch’s Marketing Semiotics
• According to Floch (2001), the first principle is that “the thrust of semiotics is the
description of conditions pertaining to the production and apprehension of meaning”
• The second principle (the so-called immanence principle) is that “semioticians look
closely at the system of relations formed by the invariants of these productions and
apprehensions of meaning by analyzing specific components known as signs” (Floch
2001).
• “Semiotics seeks to work from texts, to work on and in that very place where signs
signify” (Floch 2001)
• According to Floch, textual semiotics lies at the heart of marketing research
5. George Rossolatos MSc, MBA, PhD
//disruptiVesemiOtics// email: georgerossolatos123@gmail.com
http://uni-kassel.academia.edu/georgerossolatos
Ref.ppt Date
Floch’s adaptation (?) of Greimas’s generative
trajectory of signification
• Based on the generative trajectory of signification a brand acquires meaning by
passing through different levels or structures, viz., depth, semio-narrative and discursive
structures.
• “Semio-narrative structures consist of the entire set of virtualities the enunciating
subject has at its disposal; it is that supply of values and programmes of action from
which he or she can draw in order to tell his or her story or speak of any given topic”
(Floch 2001).
• Discursive structures “correspond to the selection and ordering of these virtualities.
They relate to the choice of a specific referential universe” (Floch 2001).
• Despite positing the generative trajectory as generic marketing semiotic blueprint,
Floch progressively distanced himself from the generativist rationale of the trajectory in
favor of surface structural reading grids, while viewing depth structures as effets de sens
(effects of meaning) of verbo-visual surface structures.
•Piecemeal adaptation of Greimas’s generative trajectory of signification; wavering
between early and mid-period Greimasian theory.
Limitations in Floch’s structuralist semiotic
approach
• Adaptation of Greimas’s (Propp’s) semio-narrative typologies and modalities
without taking into account the particularities of branding discourse as genre
• Significant differences from the literary genre, which was the primary field of
application of Greimasian semiotics
• Extrapolation of universal value territories from a specific brand/category
perspective (CRF/retail)
• Not taking into account competition in most of the analyses
6. George Rossolatos MSc, MBA, PhD
//disruptiVesemiOtics// email: georgerossolatos123@gmail.com
http://uni-kassel.academia.edu/georgerossolatos
Ref.ppt Date
Floch’s Marketing Semiotics: CNS
• Floch imports directly in his applied marketing semiotic analyses Greimas’s canonical
narrative schema
• The canonical narrative schema constitutes an a priori model for the organization of a
narrative’s structure into four phases,
• contract, competence, performance, sanction
•The four phases of the canonical narrative schema are intertwined in a relationship of
logical presupposition and accompanied by four requisite modalities (see Greimas and
Courtés 1979).
• In order to accomplish a performance, an actant must be equipped with the
deontic modality (i.e., having-to-do [devoir-faire]), but also with wanting-to-do
[vouloir-faire] and being capable-of-doing [pouvoir]; in order to be capable of doing
one must possess the epistemic modality (i.e., knowing-how-to-do [savoir-faire])
•The completion of a narrative action is deemed successful if it leads to sanction,
whereby a receiver (destinataire) recognizes the message of a sender (destinateur)
as truthful/veridictory.
The original conception of CNS
7. George Rossolatos MSc, MBA, PhD
//disruptiVesemiOtics// email: georgerossolatos123@gmail.com
http://uni-kassel.academia.edu/georgerossolatos
Ref.ppt Date
Criticisms of Floch’s adaptation of the CNS in the analysis of
advertising discourse from a brand generativist POV
• Brand discourse varies markedly from literary discourse in terms of motivation and
intentionality behind the text’s manifest structure, as well as in terms of discursive style.
• The invariant functions and characters that were discovered by Propp and adopted by
Greimas may not be uncritically assumed as deductive principles for the semio-narrative
reconstruction of an ad film.
• This is further complicated by the incidence in the ad film not only of verbal, but
also of visual (and sonic) modalities
• The point of the non-universally relevant functions offered by Propp has also been
stressed by Rastier (2005c): “l’inventaire des fonctions doit s’adapter aux discours
(juridique, politique, etc.) et même aux genres”.
•Not taking into account the motivated structure of an ad filmic text has repercussions
alongside the generative trajectory’s strata.
Criticisms of Floch’s adaptation of the CNS in the analysis of
advertising discourse from a brand generativist POV
• From a brand equity point of view that is concerned primarily with differential brand
associations, the CNS is not sufficient in accounting for how associations may be
projected in a differential fashion.
•In order to account for the way whereby a narrative schema in the context of brand
discourse hangs together as string of narrative programs we must complement the
actantial syntax that is driven by the acts of determinate actantial figures and a
determinate set of actantial modalities furnished by Greimas with a transformative
syntax that is incumbent on rhetorical operations and figures.
• while taking into account issues of multimodal rhetoric
8. George Rossolatos MSc, MBA, PhD
//disruptiVesemiOtics// email: georgerossolatos123@gmail.com
http://uni-kassel.academia.edu/georgerossolatos
Ref.ppt Date
Floch’s major contribution regardless of the abandonment of the
generative trajectory: Emphasis on brand discourse as semi-symbolic
sign system
• Assuming as point of departure the famous ‘commutation test’
• “Commutation is […] the relation of reciprocal presupposition between the expression
plane and the content plane” (Floch 2001)
• It is only in the process of looking for such correspondences between the two planes of
signification that “we begin to take note of the actual visual or aural qualities that
constitute the aesthetic of a given brand” (Floch 2001: 8-9), while a brand’s textual
structure emerges through distinguishing between core or invariant and peripheral or
variable signifying elements.
•“This kind of coupling between the expression and content of a language constitutes a
semi-symbolic system” (Floch 2001: 75; also see Floch 2000: 46 and Broden 1996: 21).
• The commutation test is of paramount importance in maintaining brand coherence, but
may not account for the need for consistency among variable surface ad textual
manifestations which mandates the adoption of a diachronic outlook in a competitive
setting.
Floch’s semi-symbolic structures
“This encoding was produced by coupling the category ‘euphoria’ versus ‘dysphoria’ which underlies
the overall content of the advertisements examined with the twelve visual categories that constituted
the expression categories of values and colours, of composition and of techniques or ‘styles’. As a
semantic category, euphoria versus dysphoria has to be viewed as the articulation, the minimal
structuring of the universe of thymia, that is of the field that accounts for such notions as well-being,
pleasure, tranquility and calm on the one hand and sadness, anxiety, pain or dread on the other. THIS
KIND OF COUPLING BETWEEN THE EXPRESSION AND CONTENT OF A LANGUAGE
CONSTITUTES A SEMI-SYMBOLIC SYSTEM” (Floch 2001: 75)
Semi-symbolic vs. symbolic and semiotic systems (Hjelmslev)
Symbolic systems: Languages whose two planes are in total conformity
For each element of the plane of content there is one element at the plane of expression
Semiotic systems: Languages where no conformity exists between the two planes
Semi-symbolic: Correspondence between the two planes not at the level of individual signs, but at the
level of categories (second and third levels of reduction/articulation)
“Semi-symbolic systems are signifying systems characterized by a correlation between categories
concerning the plane of expression and the plane of content” (Floch 2000; e.g., chromatic category and
thymic category or ‘bright colors’ being correlated with ‘euphoria’).
AND I WOULD ADD STRUCTURES THAT ARE DEFINED BY FLUID IMAGINARY RELATIONS
BETWEEN THE TWO PLANES, RATHER THAN STRICTLY SYMBOLIC ONES. SEMI- REFERS
TO THE OSCILLATION OF THE CONCERNED EXPRESSIVE UNITS’ SEMANTIC CONTENT
BETWEEN THE IMAGINARYAND THE SYMBOLIC.
9. George Rossolatos MSc, MBA, PhD
//disruptiVesemiOtics// email: georgerossolatos123@gmail.com
http://uni-kassel.academia.edu/georgerossolatos
Ref.ppt Date
Semprini’s approach to brand image research
• Built on and advanced Floch’s structuralist semiotic approach to branding and advertising.
• More integrated approach to how brand identity is constructed
• Combining semiotics with systems theory
• In line with Greimas’s generative trajectory of signification, offered a 3ple structure of
brand identity along axiological, narrative, surface levels.
• Also taking into account marketing discourse, rather than applying structuralist semiotics in
a theoretical vacuum.
Semprini’s approach to brand image research
• For Semprini (1992), a brand is essentially an inter-subjective contract between sender
and receiver in perpetual motion.
• Brands constitute semiotic constellations in virtually infinite configurations.
• Brand meaning, however, is not exhausted in the relationship between sender and
receiver, but depends on the concurrence of a constantly shifting competitive landscape
which is compounded by cultural transformations that impact on the value-systems of a
brand’s audiences.
• These factors contribute to what Semprini calls by allusion to the 2nd law of
thermodynamics the “entropy of the brand”.
• Hence, “brand identity is the result of continuous interactions and incessant exchanges
amongst three sub-systems that we call encyclopedia of production (sub-system A),
environment (sub-system B), and encyclopedia of reception (sub-system C)” (Semprini
1992: 40).
10. George Rossolatos MSc, MBA, PhD
//disruptiVesemiOtics// email: georgerossolatos123@gmail.com
http://uni-kassel.academia.edu/georgerossolatos
Ref.ppt Date
Semprini’s approach to brand identity
• Semprini’s structuralist semiotic heritage emerges quite compellingly in his account of
how a brand identity system may be constructed.
• Evidently writing under the influence of Floch, but also drawing implicitly on basic
Greimasian postulates, Semprini contends that a brand identity system is made up of
a multiplicity of discourses in a hierarchical ordering.
• A brand discourse is made up not only of discrete elements, but also of differential
relations among elements.
• In order to account for these relational structures among the elements making up a
brand identity system, Semprini proposes a three-level structural system that bears
considerable resemblance to Greimas’s system of signification as a multi-level
generative trajectory.
Semprini’s brand identity system
(example of Levi’s identity)
11. George Rossolatos MSc, MBA, PhD
//disruptiVesemiOtics// email: georgerossolatos123@gmail.com
http://uni-kassel.academia.edu/georgerossolatos
Ref.ppt Date
Semprini’s approach to brand identity
• This perspective on brand identity distinguishes amongst three different levels of brand
meaning, in terms of depth/surface level signification, namely the base or axiological level,
the narrative level and the surface/discursive level.
• At the heart of a brand identity system lies the intermediate level of brand narrative. “At
this level, the base values are organized in the form of narratives. A narrative grammar
allows for the ordering of base values in relations of opposition” (Semprini 1992).
• The discursive level allows for the endowment of abstract base values with concrete
manifest representations, such as fleshing out the values of mastery and virility by
situating the Marlboro brand myth in a rough and difficult environment.
• “The discursive or surface level is where base values and narrative structures are enriched by
figures” (Semprini 1992).
• In other terms, the surface level is where a brand personality is invested with concrete
features, such as a face, a bodily posture, a profession, a context of action and all the
contextual elements that allow for a brand’s identification and differentiation.
Semprini’s adaptation of Floch’s axiological brand
map
• The fundamental building blocks consist
of practical and utopian values.
• Practical (or base) values= functional
aspects of a brand’s ownership and usage
(comparable to Keller’s primary brand
associations)
• Utopian (or existential) values= abstract
values (comparable to Keller’s secondary
brand associations)
• By projecting these fundamental values
on a Greimasian semiotic square, Floch
came up with their opposites in the form of
critical and ludic values.
12. George Rossolatos MSc, MBA, PhD
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Limitations in Semprini’s brand semiotic approach
• Uncritical adaptation of Floch’s universal axiological framework.
• Largely non category-wide competitive salient set as analytical groundwork
(e.g., extensive analyses of Benetton, Marlboro ads in a non-competitive
context).
• Regarding the mode of exposition of the interlocking levels in a brand identity
system, what is still missing is a demonstration of the proclaimed
fundamental value of accounting for the modes of connectivity amongst the
elements of the three levels.
• Not demonstrating how transitions among the levels of the trajectory are
effected
• each level has a unique morphology and syntax.
Typologies of brands as signs
Author/Year Theory Product-based Non-product based
Keller 1998 primary and
secondary brand
associations
primary brand
associations pertain
to tangible aspects
of brands (e.g.,
ingredients and
direct usage
benefits)
secondary brand
associations pertain to the
intangible aspects of
brands, such as user and
usage imagery
Nöth 1988 3 prototypical frames
whereby brands as
signs may be
examined
utilitarian:
associated with
features related to
practical use-value,
such as durability,
reliability,
usefulness.
commercial: signifies a
brand's exchange value or
its price. Socio-
cultural: relating a brand to
the social group or culture
with which it is typically
associated.
Floch 2001 practical (base) vs.
utopian brand values
practical values
relate to basic tasks
that are fulfilled by
products
utopian values reflect
abstract values with which
brands may be invested
Danesi 2006
(Barthes)
denotative vs.
connotative function
of brands
denotative function:
Gucci shoes are
protective gear.
connotative function: Gucci
connotes elegance and
artistry
13. George Rossolatos MSc, MBA, PhD
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Peircean semiotic approach to brand identity: Brand
Triangle (Lencastre & Corte-Real 2010, 2013)
• Descriptive approach to branding that draws on Peircean triads
• Three basic pillars:
identity: the sign or a set of signs understood in the strict sense of signs which are legally
protectable as brands which identify the brand itself and the brands that it potentially
covers.
object: marketing actions understood in the literal sense of actions aimed at establishing a
given exchange relationship of a product in a market of the main product and other
potential products covered by the brand.
response: brand associations understood in the broad sense of cognitive, affective,
conative or behavioural reactions that individuals have to any component of its identity or
object.
Peircean semiotic approach to brand identity: Brand
Triangle (Lencastre & Corte-Real 2010, 2013)
• Descriptive approach to branding that draws on Peircean triads
• Three basic pillars:
identity: the sign or a set of signs understood in the strict sense of signs which are legally
protectable as brands which identify the brand itself and the brands that it potentially
covers.
object: marketing actions understood in the literal sense of actions aimed at establishing a
given exchange relationship of a product in a market of the main product and other
potential products covered by the brand.
response: brand associations understood in the broad sense of cognitive, affective,
conative or behavioural reactions that individuals have to any component of its identity or
object.
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Peircean semiotic approach to brand identity: Brand
Triangle (Lencastre & Corte-Real 2010, 2013)
Core, Actual, Augmented Identity
The core identity is the sign used for most immediate identification of all its products (e.g.,
brand name).
The actual identity corresponds to the way or ways the core identity is expressed
graphically or the means whereby the core identity may become legally protectable.
All other signs that may be afforded protection as legally recognised brands and which
complement the actual identity.
Core, Actual, Augmented Object
The core object is the brand’s most direct presentation of its activity and its main market, in
other words, its main exchange relationship.
The actual object concerns other exchange relations that are important to sustain a
brand’s main exchange relationship.
The term augmented object refers to all the marketing tools used to place each of the
brand’s offers in their specific markets.
Sociosemiotic analysis of airlines’ logos (Thurlow and
Aiello 2007)
Sociosemiotic reading of how symbolic/cultural capital is created through
aesthetic/design patterns of airplanes’ tailfin logos.
Corpus: 561 logos from globally operating airlines.
Three levels of analysis
Descriptive text analysis: Identification of expressive inventory through content
analysis.
Interpretive text analysis: Reconstruction of the ‘latent’ grammar of visual design
by consideration of how meaning potentials are established, with a focus on the
role visual perception and cultural signification play in creating visual meaning in
tailfin design.
Critical text analysis: Consideration of the link between the semiotic strategies
used for generating (or leveraging) symbolic capital and the power relations
which appear to frame the practices of global corporate branding.
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Sociosemiotic analysis of airlines’ logos (Thurlow and
Aiello 2007): Descriptive text analysis
“This analysis of the primary visual
content revealed a strikingly limited
visual lexicon.”
“As social semioticians point out, visual
meaning is best thought of as the
manipulation or exploitation of
resources rather than the application of
codes (Jewitt and Oyama, 2001).”
Sociosemiotic analysis of airlines’ logos (Thurlow and
Aiello 2007): Interpretive text analysis
Logos largely maintained a balance between ‘national pride’ and global cultural capital by
drawing on national emblems, yet redesigned in such a fashion as to enhance their global
appeal.
Key mechanism whereby this ‘glocalisation’ was achieved: Kinetic stylization
darting, gradation, diagonalization, tapering and, for Air New Zealand, brush stroking.
“Rebranding also entails an increasing abstraction of logos whereby specifically national
semantic content is visually diluted (e.g. the geographic compass location for Northwest,
the localized crane motif for JAL, the national colours for Gulf ).”
“In the case of Georgian Airlines, the rebranding involves a total change of tailfin design
which drops the Georgian flag altogether in favor of a generically consistent (i.e. the spiral)
but nationally ‘insignificant’ pattern. This diminishing of national specificity seems to be an
even more strategic move to re-evalute the visual currency in pursuit of greater profit
margins and extended, global reach.”
16. George Rossolatos MSc, MBA, PhD
//disruptiVesemiOtics// email: georgerossolatos123@gmail.com
http://uni-kassel.academia.edu/georgerossolatos
Ref.ppt Date
Sociosemiotic analysis of airlines’ logos (Thurlow and
Aiello 2007): Interpretive text analysis
Logos largely maintained a balance between ‘national pride’ and global cultural capital by
drawing on national emblems, yet redesigned in such a fashion as to enhance their global
appeal.
Key mechanism whereby this ‘glocalisation’ was achieved: Kinetic stylization
darting, gradation, diagonalization, tapering and, for Air New Zealand, brush stroking.
“Rebranding also entails an increasing abstraction of logos whereby specifically national
semantic content is visually diluted (e.g. the geographic compass location for Northwest,
the localized crane motif for JAL, the national colours for Gulf ).”
“In the case of Georgian Airlines, the rebranding involves a total change of tailfin design
which drops the Georgian flag altogether in favor of a generically consistent (i.e. the spiral)
but nationally ‘insignificant’ pattern. This diminishing of national specificity seems to be an
even more strategic move to re-evalute the visual currency in pursuit of greater profit
margins and extended, global reach.”
Sociosemiotic analysis of airlines’ logos (Thurlow and
Aiello 2007): Critical text analysis
“Micro-level analyses are able to show how globalism is being worked out in practice.”
“This is what Fairclough (2003) refers to as ‘textualization’ – the process whereby social
and economic realities are represented and established discursively. It is also the socially
constructed, discursive nature of ‘globalization’ which makes it so suitable for analysis by
social semioticians and critical discourse analysts.”
“The synergistic relation between the perceptual and the cultural in visual imagery appears
nicely to parallel the global/local synergism of the ‘transnational imaginary’ (Wilson and
Dissanayake, 1996).”
17. George Rossolatos MSc, MBA, PhD
//disruptiVesemiOtics// email: georgerossolatos123@gmail.com
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Semiotic criticism of the cognitive psychological account of
the formation of brand associations (Bauters 2007)
Offering a ‘holistic’ context of interpretation of Finnish and Italian beer brands’ labels
that takes into account the interpreter, the social context, the history of the studied
brands as signs and the role of emotions in a decision making process.
Interdisciplinary approach that blends social psychological perspectives (Mead,
Moscovici, Damasio) with semiotic ones (Peirce, Tarasti, Kress & Van Leeuwen)
The signification of the object changes constantly, but so does the ‘meaning’ of the
cognizing subject (as sign)
The outcome of the signification process depends on the shifting hierarchical
structure in the mass of multiple associations.
This hierarchy changes, thus bringing about different interpretations at different
times when the interpretant still perceives the same sign.
Among these are the Interpreting Mind’s former experiences (memory) and the
social network that affects the Interpreting Mind.
The influence of the social network can be named societal semiosis.
The Interpreting Mind belongs to the semiosic process.
The role of social networks/community in bringing about consensus about
interpretations or how target groups form common interpretations of signs
(Bauters 2007)
Social psychological theories could gain from the Peircean approach the idea that an individual
is essentially social in nature and belongs to triadic processes.
The interpretation or the creation of meaning in any artefact requires “collateral experience”.
The individual is not able to proceed in its semiosis all by him/herself, but needs interaction
with society.
It is not possible to separate the semiosis that goes on within the person and that which
goes on between the person and the Umwelt.
Peirce’s philosophy of mediation highlights the idea of semiosis as the main element from
which one can begin searching for the dynamics between signs, groups and individuals and
the investigation of meanings, attitudes and belief formation.
“Otherness and meaning are given together in our experience of our self as being embedded in
a network of relations – more specifically, enmeshed in the ‘semiotic web’” (Colapietro 1989).
To belong to a group means that at least some of the values, habits and partially the world-
view/lifestyle are agreed among the individuals
Habits, norms and attitudes which grow through the process of intertwining with the Umwelt.
18. George Rossolatos MSc, MBA, PhD
//disruptiVesemiOtics// email: georgerossolatos123@gmail.com
http://uni-kassel.academia.edu/georgerossolatos
Ref.ppt Date
Major gaps in the marketing semiotic literature
• No coherent models available, focusing on brand equity, rather than branding in
general
• Structuralist semiotic perspectives have been largely employed for analyzing
descriptively (interpretively) ads, rather than focusing on ad texts as sources of brand
equity
• Binarism still dominant in a theoretical landscape that favors connectionist
approaches
• Lack of quantification of qualitative phenomena
19. George Rossolatos MSc, MBA, PhD
//disruptiVesemiOtics// email: georgerossolatos123@gmail.com
http://uni-kassel.academia.edu/georgerossolatos
Ref.ppt Date
Major gaps in the marketing literature
• Focusing on the encoding stage of brand texts, rather than decoding.
• Adopting a brand textuality perspective in addressing and managing brand
associations.
• Adding rigor to the employment of semiotic perspectives in marketing research.
• Projecting brand equity in a category-specific context by mapping out a
category’s semic microuniverse, its expressive inventory and modes of
connectivity among expressive elements.
• Focusing on operations of semantic transformation and modes of connectivity,
rather than expressive elements, a significantly under-researched area
• with an emphasis on rhetorical relata