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Semiotics is big business. It is most famous for its unique ability to decode visual images, and is the only market research method which provides a systematic, reliable and culturally sensitive method for interpreting what visual images mean. Semiotics sheds new light on consumers and the world they live in, stimulates creativity and innovation, guides brand strategy, and finds solutions to a plethora of marketing problems. Using Semiotics in Marketing will help marketers looking to launch new brands, reposition existing brands, or rejuvenate established brands. In what can seem a complex and abstract field, it is an invaluably clear, practical resource on how to seize the tremendous opportunity that semiotics offers.Written by one of the original founders of commercial semiotics, Using Semiotics in Marketing outlines precisely what semiotics is and why it matters, before moving on to demonstrate how to run a successful commercial semiotics project. Packed with fascinating case studies proving how visual imagery is interpreted differently across cultural, racial and social demographics, it provides essential insights into understanding consumers. This results in better ads, websites, packaging and social media content - ultimately driving brand growth and profits.
Chapter - 00: Introduction; Chapter - 01: Semiotics will change your career in marketing or market research; Chapter - 02: An explosion of semiotics in business; Chapter - 03: How to do research using semiotics - A blueprint for marketers; Chapter - 04: Images, language and other semiotic signs; Chapter - 05: Society, culture and other big influences on consumers; Chapter - 06: Creativity and innovation - Semiotic tools for thinking; Chapter - 07: How to do semiotic field trips; Chapter - 08: Combining semiotics with ethnography and discourse analysis; Chapter - 09: Data - insight - strategy; Chapter - 10: Sharing the findings of semiotic research; Chapter - 11: Industry debates and the future of semiotics; Chapter - 12: Inspiration - How to continue teaching yourself to do semiotics;