共查询到20条相似文献,搜索用时 15 毫秒
1.
Marcel Danesi 《社会征候学》2013,23(4):464-476
A product is simply something that is material or substance of some kind. In order to be transformed into a brand with its own code of meanings and system of rhetorical allusions, it needs to be semiotized. And the marketing and advertising industries have become semioticians in this sense, semiotizing a product by assigning it a name, a visual sign (logo), a system of language forms (slogan, taglines, etc.), and then textualizing the brand by creating appropriate ads and commercials for it. This paper will show how this network of semiotizing events coheres into an overall macrotext to produce the brand as a sign system. 相似文献
2.
The purpose of this article is to organise and simplify the concept of brand response. It is a development of the authors' semiotic approach to the concept of brand, which uses a triadic model based on the Peircean levels of analysis of the sign. The original model distinguishes three levels: identity, object and response. This article briefly describes the first two levels and goes into more depth with regard to brand response. From the theoretical point of view, the authors' approach inverts the survey method used to ascertain positioning, image and value of the brand. Firstly, brand response is associations occurring in the minds of the reporting agent. Associations create awareness, and not the other way round, which is the concept underlying the current theory of brand equity. From the point of view of practice, it is the authors' belief that the main contribution made by the triadic semiotic model applied to brand response is that of the importance of “firstness”, i.e. the most immediate response possible. It is with a concern for ease of application that this article hopes to contribute by making brand analysis and assessment more intelligible. This article should be seen as an exploration into the possibility of simplifying the analysis of brand response. Its originality lies in the effort to return to the very reason for the existence of branding. The authors are convinced that by choosing differentiation as the guiding principle of their approach they have valorised what is essential, which is sometimes lost in more complex modelling. 相似文献
3.
Fernando Pinto Santos 《社会征候学》2013,23(4):507-516
The purpose of this article is to contribute to the understanding of how brands are a phenomenon endowed with signs and meanings. From the background of Peirce's process of representation a model is developed that characterises brands as a network with three semiotic dimensions. Signs of brands spread out in the markets and establish relations of dependence between different elements. Brands can be defined through the wholeness of these semiotic elements and their relations, resembling a molecule. Thus, it is proposed that brands can be regarded as tridimensional molecule-shaped networks of semiotic elements that evolve through continuous processes of representation. The implications of the model are discussed and the article ends with suggestions for future research. 相似文献
4.
Using a longitudinal ethnographic study of the linguistic landscape (LL) in Observatory's business corridor of Lower Main Road, the paper explores changes brought about by the influx of immigrant Africans, their artefacts and language practices. The paper uses the changes in the LL over time and the development of an “African Corner” within Lower Main Road, to illustrate the appropriation of space and the unpredictability, which comes along with highly mobile, technological and multicultural citizens. It is argued that changes in the LL are part of the act of claiming and appropriating space wherein space becomes summarily recontexualized and hence reinvented and “owned” by new actors. It is also argued that space ownership can be concealed through what we have called “brand anonymity” strategies in which the identity of the owner is deliberately concealed behind global brands. We conclude that space is pliable and mobile, and that, it is the people within space who carve out new social practices in their appropriated space. 相似文献
5.
George Rossolatos 《社会征候学》2018,28(4):555-589
User-generated advertising (UGA) has been booming over the past few years as marketers have been actively seeking to enhance consumer engagement. Yet, our understanding of the implications, the importance and the potential of UGA from a cultural branding point of view remains limited. This study furnishes the conceptual model of consumer cultural engagement in order to appreciate in a more nuanced manner than afforded by consumer sentiment analyses how UGA contributes to fleshing out co-creatively a brand vision. To this end, a sociosemiotic approach is pursued by dimensionalizing the cultural resources employed in UGA along the interlocking layers of text/register/domain in a cline of instantiation. The conceptual model is exemplified by recourse to a UGA corpus from the 10th and final wave of Doritos’ Crash the Super Bowl promo mechanism, undergirded by a mixed methods research design that features a grounded theoretical procedure, facilitated by quantitative analyses. 相似文献
6.
通过具体实例,对图书在版编目数据、图书分类存在的归类不恰当,分类不到位,多卷书、丛书标引不一致,类号错标、漏标等问题进行了分析指正。 相似文献
7.
George Rossolatos 《社会征候学》2017,27(5):624-639
The various ways whereby spatial conditions afford to monumentalize culture and to appropriate geographically demarcated places in terms of individual and collective meaning structures has been amply documented in urban cultural studies. However, considerably less attention has been paid to how cultural identity is produced against the background of musical temporality. By way of a phenomenological inquiry into the staged spectacle of James Corden’s (the host of CBS Network’s Late Late Show) Carpool Karaoke, this paper addresses the issues of directly lived experience and authenticity as facets of cultural identity. By critically discussing the assumptions of self-presence and auto-affectivity while singing and listening to one’s sung voice against the background of pre-recorded songs, the notion of directly lived musical experience is put to the test. Furthermore, by examining the dramaturgical scaffolding of Carpool Karaoke, the analysis points to wider implications for post-modern cultural studies in terms of an identified ironic reversal of modernist universal criteria of legitimacy in favor of a celebration of post-modern being-with inauthentically. The analysis of the selected Carpool Karaoke corpus utilizes a resourceful blend of phenomenological method, semiotics and interpretive videography while challenging embedded orthodoxies in the extant literature. 相似文献
8.
王慧敏 《铁道警官高等专科学校学报》2011,(5):126-128
20世纪80年代随着中国经济发展,消费主义也开始涌入并悄悄地改变人们的价值观念、生活方式和精神信仰。大学生受到消费主义思潮的影响而产生了超前消费、炫耀消费、奢侈消费等不良消费方式,而这种影响尚未引起学校教育的重视。因此学校应加强消费教育,重视对大学生健康的消费观念的培养与塑造,引导大学生养成良好的消费习惯,这在当前国情下具有非常重要的意义。 相似文献
9.
David Pinzur 《Economy and Society》2016,45(3-4):431-453
This paper contributes to a socio-technical analysis of derivatives by offering an infrastructural explanation of divergent outcomes on two early American futures markets. It takes as the starting-point of analysis the classification systems by which these futures markets were constitutively linked to underlying markets in agricultural commodities. Despite the formal similarity of these systems, their contrasting implementation – i.e. how grading was accomplished and integrated into practice – produced classifications with dissimilar semiotic qualities. This semiotic distinction is shown to have promoted divergent economic behaviours and outcomes on the two markets: high-risk speculation and volatility on the Chicago Board of Trade, low-risk hedging and stability on the New Orleans Cotton Exchange. The paper thus argues that treating classifications in their semiotic capacity yields an analysis that can connect foundational infrastructures and market-level outcomes in meaningful, non-deterministic ways. 相似文献
10.
Megan Strom 《社会征候学》2016,26(2):151-169
Although Spanish-language media in the USA have grown rapidly since the turn of the century, little scholarship has been dedicated to the semiotic characteristics of these media. This study examines the visual representation of ideologies in 15 news photographs published in Spanish-language print media in the Midwest of the USA with the goals of understanding how ideologies are expressed visually in a culture that has received little treatment in the previous literature and of determining the potential for these photographs to challenge the negative semiotic treatment of Latin@ immigrants in the USA. Following a critical social semiotic approach, the analysis demonstrates how ideologies pattern around the inclusion and exclusion of Latin@s. These ideologies challenge and perpetuate the hegemonic structure, respectively, and as such, indicate the potential for local Spanish-language print media to challenge the negative semiotic representation of Latin@s in the USA while pointing to the need for future research of minoritized media using the social semiotics framework. 相似文献
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12.
While packaging is a common marketing subject, this illustration paper provides an alternative perspective through the linguistic examination of packaging as discourse, focusing on male grooming, masculinity and metrosexuality. Male grooming is often perceived as trespassing into feminine space and creating ambiguity in gender borders. This study aims to explore how packaging designers negotiate masculinity, in order to persuade men to accept grooming products through social interactions within the packaging of L'Oréal Men Expert. Employing Scollon's mediated discourse analysis and incorporating the Barthesian order of signification, the study analyses how different social actions within the packaging discourse are mediated by multimodal features. The findings reveal five negotiating strategies, i.e. constructing a hegemonic masculine image; negotiating (a masculinised) metrosexuality; empowering men; giving men a logical reason to groom; and a different portrayal of skincare products. The key aim of this paper is to illustrate the differences between marketing and linguistics and propose possible collaboration. 相似文献
13.
Robbie B.H. Goh 《社会征候学》2013,23(3):263-282
Peter Jackson's decision to make the Lord of the Rings and Hobbit films in his native New Zealand has given the country a major boost in tourism, but this has also become the paradigm of a new imaginative transformation of landscapes. The zeal with which many tourists visit these sites has similarities to the religious pilgrimage, not only in terms of the degree of enthusiasm invoked, but also in rituals of knowledge, ardour and “spiritual” envisioning. The global fantasy industry thus fosters alternative and dualistic engagements with the land that have come to contest the cultural and physical engagement with and even access to the land, as well as exacerbating the existing racial politics, particularly in smaller and more vulnerable nations such as New Zealand. What might be called the “(ir)realist” semiotics of fantasy – with its own cultural hegemony disguised as playful dualism – becomes a notable form of global remapping, often with positive benefits, but also with dangers to local cultures and identities. 相似文献
14.
Kristian Bankov 《社会征候学》2019,29(3):336-350
ABSTRACTIn the first part of the paper, I am summarizing the most relevant findings of the semiotic study of the money sign. It starts with a tripartition of the major types, namely commodity money, representative money, and fiat money. I then use this approach in order to position the most important contributions of other authors from semiotics and surrounding disciplines. In the second part, I develop a semiotic reading of the notion of legal tender where the latter is seen as a semiotic mechanism that provides particular conditions for the formation of the value of money. I combine a historical review with stress on important theoretic reflections during the development and implementation of pure legal tender money. The last part is dedicated to a proposal for a semiotic model of the fiat money sign. The model is developed and implemented as a reflection on some critical readings of the world financial crisis from 2008 to 2009, where the “semiotization of money” was used for explication. My model is based on one of the most insightful definitions of money, which sees them as “trust inscribed”. 相似文献
15.
农村流动人口对城市医疗服务的使用与医疗消费分析——基于北京市丰台区农村流动人口的调查 总被引:1,自引:0,他引:1
侯慧丽 《北京行政学院学报》2007,(6):68-72
农村流动人口群体是城乡二元社会结构中出现的一个特殊群体。进入到城市中的农村流动人口,收入成为影响其医疗消费支出的最主要因素,人口因素和社会经济因素与其对城市医疗服务使用和消费支出的相关关系都不显著,年龄和家庭的特殊结构以及广泛地缺乏社会医疗保障制度的保护是造成这种结果的主要原因。同时也反映出农村流动人口在医疗资源分配与社会权利享有上的不平等状态。 相似文献
16.
Saikat Banerjee 《Journal of Public Affairs (14723891)》2024,24(1):e2889
The current study reveals that Indian voters' political brand experiences positively influence their engagement and trust in a political party. Voters' addiction to political parties mediates the relationship between their party engagement and voting intentions. Thus, political marketers should increase voters' party brand addiction for proper conversion of party engagement in the ballot box. Although voters' political brand trust directly influences their voting intentions, interestingly, their political brand addictions indirectly influence the relationship between brand trust and voting intentions. The findings advocate that political marketers should ensure positive political party experiences to ensure voters' engagement with the party. Positive party experiences increase voters' trust in the party further. Another critical input for political marketers is the role of political brand addiction, which the study findings corroborate. Political brand addiction develops a set of loyal voters for a party and guarantees those voters' support for the party. 相似文献
17.
Massimo Leone 《社会征候学》2013,23(3):337-357
Scholarly research on the religious dimension of Second Life® can be conducted with reference to several elements: ties between the religious dimension of Second Life and that of the “First Life” (an approach privileged by the sociology and the psychology of religion); the transcendent value inherent in the creation of an alternative reality (an approach favored by the philosophy of religion); the enunciation of a “virtual” religious dimension through the digital artifacts of Second Life (an approach promoted by aesthetics, phenomenology, and semiotics); and so forth. Adopting the point of view of cultural semiotics, the paper summarizes the results of a “virtual” ethno-semiotic participant observation conducted over six months in portions of the digital “metaverse” of Second Life where a religious dimension is predominant. The consequent analysis of digital places of worship singles out five main characteristics of their aesthetics, phenomenology, and semiotics: isolation, prototypicality, didacticism, anarchy, and parasitism. 相似文献
18.
Robbie B. H. Goh 《社会征候学》2018,28(1):18-40
Theorists have argued that the “attempt to comprehend” the genocidal event represented by Auschwitz has “defeated the intellects of countless men and women”. Memorials at Auschwitz and other concentration camps such as Dachau and Buchenwald, and to a certain extent those outside of Europe, such as Tuol Sleng and Choeung Ek in Cambodia, are attempts to call attention to these atrocities in the hope of preventing the repetition of their like. Yet these projects, like all historical monuments and memorials, face the problem of a certain coldness and indifference caused by historical distance, consumerist culture and the seemingly abstract nature of historical images and documents. Concentration camp memorials are not entirely immune from these problems. However, in their use of an embodied semiotics invoking the visitor’s own body as a direct participant in immersive environments, sensory surfaces and displays, these memorials engage – not unproblematically – in a project to realize this history in visceral and concrete ways. This paper examines the semiotic strategies of the concentration camp as a technique of “embodying” suffering that is intended to counter the dissipation of affect in a media-saturated consumerist era. 相似文献
19.
George Rossolatos 《社会征候学》2013,23(4):545-560
Marketing maverick J. Wannamaker's famous dictum has been hovering over marketing effectiveness ever since the late nineteenth century. Providing tentative answers to such a tantalizing question does not rest solely with the media-mix of a brand campaign. As argued in this paper, even more fundamentally than budget allocation lie issues about the semiotic structure of an intended brand positioning. By drawing on structuralist semiotics and particularly by focusing on the operations of structuration, homologation, isotopy, reduction, redundancy, recurrence, it will be demonstrated that what is dominantly conceived as “waste” does not concern merely media integration, but equally importantly message integration. Furthermore, communicative waste as aberrant positioning is not only the outcome of aberrant decoding, but also aberrant destructuration, both posing considerable threats to brand coherence and communicative consistency. 相似文献
20.
Garnet C. Butchart 《社会征候学》2013,23(5):675-690
When we look at a documentary, what do we see? Probably not the apparatus that gives us images to view. If we did, then perhaps questions about the ethics of documentary cinema would be easily answered. The goal of this article is to broaden the moralistic purview of image ethics debates with a semiotic phenomenology of the visual mode of address of documentary. I describe how “doubling” and “redoubling” the visual mode of address undermines the authority of documentary and helps to overcome debates about two main ethical issues – participant consent and the audience's right to information. Unconcealing the viewpoint of documentary also broadens media ethics debates by bringing attention to the implied viewer, asking of it to reflect on the consequences of the communicative act of looking. Examples of widely available documentary film and video are discussed. 相似文献