To browse Academia. Skip to main content. Log In Sign Up. Tracy Harmon. Download Free PDF. Free PDF. Download PDF Package. Premium PDF Package. This paper. A short summary of this paper. Harmon, University of South Florida, USA The importance of meaning in marketing and consumer research has long been widely recognized, however the application of semiotics in marketing theory development and research is fairly recent. The merits of Ferdinand de Saussure's and Charles S. Peirce's conceptualizations of semiotics have been the major paradigms of marketing and consumer research to date.
This essay traces the origins of semiotics and its applications to the field of marketing. Among its strengths, semiotics is well suited to uncover the phenomenon behind meaning and signification, and provides a structural framework for ascertaining the structure of meaning in consumer research. Future directions for semiotic-oriented research are also presented, as semiotics research has been limited in the domain of marketing and consumer research.
Consumer behavior research often focuses on the self- concept, as a set of perceptions where consumers symbolize to themselves who they are. The importance of signs and symbols in the domain of consumer research has been widely recognized since the conception of the consumer behavior discipline.
Whereby research has been driven by the meanings and interpretations woven into consumer consumption and disposition of marketplace stimuli. By addressing the structure and process of signification, semiotics is well suited to explain how meaning comes about in marketing and consumer behavior.
This is does not undermine other approaches to conducting scholarly research in marketing and consumer behavior.
The Meaning Behind Marketing: Semiotic-Oriented Research in Marketing and Consumer Research
This is simply the framework for this essay. Semiotics takes on two forms: 1 a general semiotics that seeks to answer, "What is the nature of meaning? With an intense focus on meaning, semioticians seek to investigate the systems of signs essential to verbal and non-verbal communication.
Semiotics rejects the view that the study of meaning is beyond the purview of science. Semiotics as a whole, along with its applications within marketing and consumer research has had two dominant paradigms Mick et al.
One is Saussure's, grounded in linguistics, but positioned by Saussure as elemental to social psychology. The second is Peirce's, based strongly in philosophy and logic. The Saussurean epistemology has been mostly utilized in structural, and text-interpretive analyses of meaning; whereas, the Peircean view of semiotics has been utilized primarily in conceptual papers Mick et al.
Inasmuch, as it relates to the individualistic nature of consumer meaning, semiotics has been an invaluable tool in investigating the complex nature of meaning and consumption symbolism. The scope of this essay will cover the development of semiotics by de Saussure and Pierce. The foundation of semiotics and its alternative orientations is beyond the scope of this essay. Mindfully, it is not the intent of this essay to represent a complete anthology of the field of semiotics, as some contributors will not be included in this paper.
We will then briefly discuss the history of the development of a postmodernist, semiotically aware discourse in marketing and consumer research. We close by drawing conclusions about the progress, and the future of semiotic research in marketing and consumer behavior.
The initial premise of semiotics was to uncover the rules that govern the conventions of signification meaning A signifies B. The aim of semiotics is not to lay out the descriptive, historical, or prior conditions necessary or sufficient for the appearance of a phenomenon Manning, Nor does it aim to describe individual actor's motives, morals, or attitude values except as they are symbolized through the system of signs.
But semiotics is sought to understand the structure that undergirds both the production and interpretation of signs. Aristotle, and other philosophers such as Locke, Leibniz, Poinsot, and Vico all discussed signs, symbols, and communication, however it was not until the turn of the 20th century that semiotics achieved its identity through the independently developed works of Swiss linguist Ferdinand de Saussure and the American philosopher Charles Sanders Pierce Labirint Ozon. Semiotician Ordinaire.
Messages in the Marketplace. A Return Ticket. Semiotic Marketing and Product Conceptualization.
A Semiotic Approach to the Design Process. Consumer Esthetics. Rhetorical Figures in the Advertising Image. Movies Television and Live Performance. An Interpretation of Motion Picture Mythology. The Semiotics of Possessions and Commercial Communication. The Marketing of Performance. Corporate Imagery and Communication. Mythology in Organizations and Marketing. An Egocentric Review. Signs of Consumer Identity. Symbolic Consumption. A Gestalt Approach to Symbolic Consumption. Modern Hex Signs and Symbols of Security.
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Oswald In global consumer culture, brands structure an economy of symbolic exchange that gives value to the meanings consumers attach to the brand name, logo, and product category. Brand meaning is not just a value added to the financial value of goods, but has material impact on financial markets themselves.
Strong brands leverage consumer investments in the cultural myths, social networks, and ineffable experiences they associate with marketing signs and rituals.
Creating Value: The Theory and Practice of Marketing Semiotic Research is a guide to managing these investments by managing the cultural codes that define value in a market or consumer segment.
The book extends the discussion beyond the basics of semiotics to post-structural debates related to ethnographic performance, multicultural consumer identity, the digitalized consumer, and heterotopic experiences of consumer space. The book invites readers to challenge the current thinking on topics ranging from cultural branding and brand rhetoric to digital media management and service site design.Report Preparation \u0026 Presentation
It also emphasizes the role of product category codes and cultural trends in the production of perceived value. Creating Value explains theory in language that is accessible to academics and students, as well as research practitioners and marketers. By applying semiotics to the everyday world of the marketplace, the book makes sense of the semiotics discipline, which is often mystified by technical jargon and hair-splitting debate in the academic literature.
The book also provides practitioners and professors with a practical guide to the methods used in semiotic research across the marketing mix.
Semiotics for Marketing Research
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Creating Value: The Theory and Practice of Marketing Semiotics Research
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