Ricerca di contatti, progetti,
corsi e pubblicazioni

Marketing Semiotics

Descrizione

A semiotic approach to marketing recognizes that customers look for way more than use value of goods. It also argues that competitive advantage and financial performances are highly dependent upon a company’s ability to deliver an offering rich in meanings.
A semiotic analysis of marketing actions reads meanings that marketers and customers attribute to goods by addressing attention to three orders of signs. First, verbal signs going from single words to verbal sign systems (e.g. discourses, languages). This is for example the case with verbal advertising language, product and brand naming, sales representatives’ speeches, on-line verbal interactions, brand storytelling, and more. Second, non-verbal signs that largely dominate contemporary consumer culture. Marketers manipulate a countless amount of non-verbal signs, including colours, shapes, sounds, packaging, sales representatives’ uniforms, etc. Third, spatial signs that provide additional meanings through the design and use of space (e.g. store design, shopping experience).

Persone

 

Heilbrunn B.

Docente titolare del corso

Informazioni aggiuntive

Semestre
Autunnale
Anno accademico
2019-2020
ECTS
3
Lingua
Inglese
Offerta formativa
Master of Science in Communication and Economics in Corporate Communication, Corso a scelta, Visual and Material Culture, 2° anno

Master of Science in Communication and Economics in Corporate Communication, Corso a scelta, Crossmedia, Transmedia and Multimodal Communication, 2° anno

Master of Science in Communication and Economics in Marketing and Transformative Economy, Corso a scelta, Crossmedia, Transmedia and Multimodal Communication, 2° anno

Master of Science in Communication and Economics in Marketing and Transformative Economy, Corso a scelta, Visual and Material Culture, 2° anno

Master of Science in Communication in Media Management, Corso a scelta, Crossmedia, Transmedia and Multimodal Communication, 2° anno

Master of Science in Communication in Media Management, Corso a scelta, Visual and Material Culture, 2° anno