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Author: Martial Pasquier
Publisher:
ISBN:
Category :
Languages : fr
Pages : 88
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Book Description
Author: Martial Pasquier
Publisher:
ISBN:
Category :
Languages : fr
Pages : 88
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Book Description
Author: Jean-Marie Floch
Publisher: Presses Universitaires de France - PUF
ISBN:
Category : Advertising
Languages : fr
Pages : 260
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Book Description
L'ouvrage de Jean-Marie Floch traduit un déplacement de la problématique exprimée non plus en termes de communication mais de signification : le sémioticien n'est pas condamné à limiter son intervention à l'étude du design commercial ou de messages publicitaires ...
Author: George Rossolatos
Publisher: George Rossolatos
ISBN: 1105767116
Category :
Languages : en
Pages : 83
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Book Description
The aim of this paper is to display a conceptual and methodological framework for brand image research by drawing on the discipline of structuralist semiotics. Upon a critical review of existing research from key authors in the brand semiotics literature and through an engagement with the concept of brand image as formulated by key authors in the marketing literature, a semiotic model is furnished for the formation of brand image and brand identity. By drawing on the structuration process of brand image along the three major strata in a brand's signification trajectory, and the key operations of reduction, redundancy, recurrence, isotopy, homologation, I focus more narrowly on how the chaining [enchaînement] of elements from the three strata is effected with view to addressing how brand image may be operationalised in structuralist semiotic terms vis a vis a brand's intended positioning, how it may be linked to a brand's advertising discourse and how the conceptual framework may yield a platform for ongoing brand image analysis and management.
Author:
Publisher: George Rossolatos
ISBN: 1105772411
Category :
Languages : en
Pages : 126
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Author:
Publisher:
ISBN:
Category :
Languages : fr
Pages :
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Author:
Publisher: Editions L'Harmattan
ISBN: 2296366317
Category : Social Science
Languages : fr
Pages : 148
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Book Description
Le marketing se voit interrogé au moyen de la sémiotique. Cette dernière s'attache à décrire quelques-unes des stratégies signifiantes mises en oeuvre par les publicitaires. La sémiotique n'édictera jamais les règles pour réussir une bonne campagne; Elle peut s'éclairer, en revanche, la façon dont se construit (ou se déconstruit...) une image de marque.
Author: Jean-Jacques Boutaud
Publisher: Editions L'Harmattan
ISBN: 2738470432
Category : Communication
Languages : fr
Pages : 319
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Book Description
A voir les relations toujours redefnies entre information et communication, une question traverse théories et pratiques : la construction du sens. Cette perspective fait appel à la sémiotique, en lui reconnaissant une compétence pour l'analyse des systèmes de signification, à l'intérieur de la communication. Mais, sous l'effet de multiples processus, la communication demande à la sémiotique d'être attentive à l'ancrage social du sens. Sémiotique et Communication donne la dimension de cet apport mutuel, en progressant des modèles théoriques vers des problématiques concrètes, du signe au sens.
Author: Jean-Marie Floch
Publisher: Palgrave Macmillan
ISBN: 9780333760147
Category : Business & Economics
Languages : en
Pages : 225
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Book Description
Semiotics, or the study of signs, plays an increasingly important role within marketing as a guide to psychological and social aspects of communication. Jean-Marie Floch provides an introduction to the potential offered by a semiotic approach to a variety of marketing and communication problems or situations. Key semiotic concepts and principles are gradually introduced using real life studies.
Author:
Publisher:
ISBN:
Category : Consumers
Languages : en
Pages : 588
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Book Description
Author: Marcel Danesi
Publisher: University of Toronto Press
ISBN: 1442695536
Category : Social Science
Languages : en
Pages : 753
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Book Description
The first comprehensive encyclopedia for the growing fields of media and communication studies, the Encyclopedia of Media and Communication is an essential resource for beginners and seasoned academics alike. Contributions from over fifty experts and practitioners provide an accessible introduction to these disciplines' most important concepts, figures, and schools of thought – from Jean Baudrillard to Tim Berners Lee, and podcasting to Peircean semiotics. Detailed and up-to-date, the Encyclopedia of Media and Communication synthesizes a wide array of works and perspectives on the making of meaning. The appendix includes timelines covering the whole historical record for each medium, from either antiquity or their inception to the present day. Each entry also features a bibliography linking readers to relevant resources for further reading. The most coherent treatment yet of these fields, the Encyclopedia of Media and Communication promises to be the standard reference text for the next generation of media and communication students and scholars.
