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Ο ΠΛΑΤΩΝΑΣ ΚΑΙ Η ΟΡΘΟΠΕΔΙΚΗ ΤΟΥ ΕΡΩΤΑ brand equity,semiotics http://grossolatos.blogspot.com/ www.grossolatos.com
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This paper furnishes a structuralist rhetorical semiotic conceptual framework for brand equity planning. The main source of brand equity that is employed for exemplification purposes is the advertising filmic text. The conceptual framework assumes as its general blueprint Greimas’s generativist model of the trajectory of signification. Structuralist operations and operations of rhetorical transformation are posited as the basis for the generation of superior brand associations. The conceptual model put forward challenges the Greimasian assumption that a depth semantic structure is reducible to a binarist rationale, while adopting a connectionist approach in the form of associative networks. At the same time, the proposed framework deviates from the application of conceptual graphs in textual semiotics, while portraying in the form of associative networks how the three strata of a brand’s trajectory of signification interact with view to generating brand associations.
Brand equity planning with structuralist operations and operations of rhetori...
Brand equity planning with structuralist operations and operations of rhetori...
//disruptiVesemiOtics//
semio
Disruptive semiotics george rossolatos semiotics notes 2011 2012
Disruptive semiotics george rossolatos semiotics notes 2011 2012
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branding ontology semiotics http://grossolatos.blogspot.com/
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darylks
This paper furnishes a structuralist rhetorical semiotic conceptual framework for brand equity planning. The main source of brand equity that is employed for exemplification purposes is the advertising filmic text. The conceptual framework assumes as its general blueprint Greimas’s generativist model of the trajectory of signification. Structuralist operations and operations of rhetorical transformation are posited as the basis for the generation of superior brand associations. The conceptual model put forward challenges the Greimasian assumption that a depth semantic structure is reducible to a binarist rationale, while adopting a connectionist approach in the form of associative networks. At the same time, the proposed framework deviates from the application of conceptual graphs in textual semiotics, while portraying in the form of associative networks how the three strata of a brand’s trajectory of signification interact with view to generating brand associations.
Brand equity planning with structuralist operations and operations of rhetori...
Brand equity planning with structuralist operations and operations of rhetori...
//disruptiVesemiOtics//
semio
Disruptive semiotics george rossolatos semiotics notes 2011 2012
Disruptive semiotics george rossolatos semiotics notes 2011 2012
//disruptiVesemiOtics//
branding ontology semiotics http://grossolatos.blogspot.com/
Ontological branding
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//disruptiVesemiOtics//
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HANDBOOK OF BRAND SEMIOTICS
Press release handbook of brand semiotics
Press release handbook of brand semiotics
//disruptiVesemiOtics//
INTERNATIONAL JOURNAL OF MARKETING SEMIOTICS VOL.III
INTERNATIONAL JOURNAL OF MARKETING SEMIOTICS VOL.III
INTERNATIONAL JOURNAL OF MARKETING SEMIOTICS VOL.III
//disruptiVesemiOtics//
HANDBOOK OF BRAND SEMIOTICS Semiotics has been making progressively inroads into marketing research over the past thirty years. Despite the amply demonstrated conceptual appeal and empirical pertinence of semiotic perspectives in various marketing research streams, spanning consumer research, brand communications, branding and consumer cultural studies, there has been a marked deficit in terms of consolidating semiotic brand-related research under a coherent disciplinary umbrella with identifiable boundaries and research agenda. The Handbook of Brand Semiotics furnishes a compass for the perplexed, a set of anchors for the inquisitive and a solid corpus for scholars, while highlighting the conceptual richness and methodological diversity of semiotic perspectives. Written by a team of expert scholars in various semiotics and branding related fields, such as John A. Bateman, David Machin, Xavier Ruiz Collantes, Kay L. O’Halloran, Dario Mangano, George Rossolatos, Merce Oliva, Per Ledin, Gianfranco Marrone, Francesco Mangiapane, Jennie Mazur, Carlos Scolari, Ilaria Ventura, and edited by George Rossolatos, Chief Editor of the International Journal of Marketing Semiotics, the Handbook is intended as a point of reference for scholars who wish to enter the ‘House of Brand Semiotics’ and explore its marvels. The Handbook of Brand Semiotics, actively geared towards an inter-disciplinary dialogue between perspectives from the marketing and semiotic literatures, features the state-of-the-art, but also offers directions for future research in key streams, such as: - Analyzing and designing brand language across media - Brand image, brand symbols, brand icons vs. iconicity - The contribution of semiotics to transmedia storytelling - Could transmedia storytelling turn out to be what IMC forgot (i.e., the message)? - Narrativity and rhetorical approaches to branding - Semiotic roadmap for designing brand identity - Semiotic roadmap for designing logos and packaging - Comparative readings of structuralist, Peircean and sociosemiotic approaches to brandcomms - Sociosemiotic accounts of building brand identity online - Multimodality and Multimodal critical discourse analysis - Challenging the omnipotence of cognitivism in brandrelated research - Semiotics and (inter)cultural branding - Brand equity semiotics
HANDBOOK OF BRAND SEMIOTICS
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//disruptiVesemiOtics//
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The aim of this paper is to demonstrate the applicability of multivariate mapping techniques to the exploration of the rhetorical semiotic brand image structure of ad films. By drawing on correspondence analysis and multidimen sional scaling, two techniques that are amply used in corpus linguistics and in marketing research, but also on the data reduction technique of factor analysis, it will be displayed how a set of nuclear semes and classemes or an intended semic structure that underlies ad filmic discursive structures may be projected along side rhetorical figures by its internal stakeholders (i.e., a brand management team, an account planning team or a marketing research team) with view to attaining differential brand associations. The illustration of the exploratory ana lytical methods takes place by recourse to a corpus of 62 ad filmic texts from 13 subbrands of the 3 major brands in the UK cereals market and 321 ad filmic seg ments that resulted from the segmentation procedure. This paper seeks to con tribute to advancements in the brand image and advertising rhetoric research streams by addressing distinctive modes of advertising rhetorical configuration at the level of the ad filmic text (as against print ads where the bulk of research on advertising rhetoric has concentrated), and moreover on a segmentbysegment level, rather than treating the ad film as a standalone unit of analysis, by adopt ing a multimodal outlook to advertising configurations that takes into account not only the verbal or the visual mode, but also interactions among modes, by adopting a product categoryspecific approach to advertising/brand textuality that draws on rhetorical semiotics and by employing exploratory statistical methods against the background of content analytic output.
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George rossolatos post doctoral application march 2014: For a semiotic model of cultural branding and the dynamic management of a brandosphere in the face of User Generated Advertising
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//disruptiVesemiOtics//
Seminar on Branding, brand equity, brand semiotic models and research methods Tartu University, Estonia 13-14 May 2014 George Rossolatos MSc, MBA, PhD //disruptiVesemiOtics// email: georgerossolatos123@gmail.com http://uni-kassel.academia.edu/georgerossolatos
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Seminar on Branding, brand equity, brand semiotic models and research methods Tartu University, Estonia 13-14 May 2014 George Rossolatos MSc, MBA, PhD //disruptiVesemiOtics// email: georgerossolatos123@gmail.com http://uni-kassel.academia.edu/georgerossolatos
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George rossolatos seminar on branding, brand equity, brand semiotic models an...
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//disruptiVesemiOtics//
Seminar on Branding, brand equity, brand semiotic models and research methods Tartu University, Estonia 13-14 May 2014 George Rossolatos MSc, MBA, PhD //disruptiVesemiOtics// email: georgerossolatos123@gmail.com http://uni-kassel.academia.edu/georgerossolatos
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George rossolatos links multimodality social semiotics advertising analysis
George rossolatos links multimodality social semiotics advertising analysis
George rossolatos links multimodality social semiotics advertising analysis
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George Rossolatos Brand equity planning with structuralist rhetorical semioti...
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Exploring the rhetorical semiotic brand image structure of ad films with mult...
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George rossolatos post doctoral application march 2014: For a semiotic model of cultural branding and the dynamic management of a brandosphere in the face of User Generated Advertising
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Seminar on Branding, brand equity, brand semiotic models and research methods Tartu University, Estonia 13-14 May 2014 George Rossolatos MSc, MBA, PhD //disruptiVesemiOtics// email: georgerossolatos123@gmail.com http://uni-kassel.academia.edu/georgerossolatos
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//disruptiVesemiOtics//
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//disruptiVesemiOtics//
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George rossolatos seminar on branding, brand equity, brand semiotic models an...
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//disruptiVesemiOtics//
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George rossolatos seminar on branding, brand equity, brand semiotic models an...
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George Rossolatos Brand equity planning with structuralist rhetorical semioti...
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Presentation Atlas.ti User Conference 2013, Berlin Fostering Dialogue on Qual...
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INTERNATIONAL JOURNAL OF MARKETING SEMIOTICS VOL.I launch press release sep 2013
INTERNATIONAL JOURNAL OF MARKETING SEMIOTICS VOL.I launch press release sep 2013
Smoke your brains out: Death drive as interpretive framework for compulsive c...
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Ο ΠΛΑΤΩΝΑΣ ΚΑΙ Η ΟΡΘΟΠΕΔΙΚΗ ΤΟΥ ΕΡΩΤΑ brand equity,semiotics http://grossolatos.blogspot.com/ www.grossolatos.com
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