Author :
Publisher : George Rossolatos
Page : 126 pages
File Size : 27,13 MB
Release :
Category :
ISBN : 1105772411
Author : Rossolatos, George
Publisher : kassel university press GmbH
Page : 897 pages
File Size : 38,59 MB
Release : 2014-01-01
Category : Political Science
ISBN : 3862197069
Brand Equity Planning with Structuralist Rhetorical Semiotics furnishes an innovative conceptual model and methodology for brand equity planning, with view to addressing a crucial gap in the existing marketing and semiotic literatures concerning how advertising multimodal textual elements may be transformed into brand associations, with an emphasis on rhetorical relata as modes of connectivity between a brand’s surface and depth grammar. The scope of this project is inter-disciplinary, spanning research areas such as brand equity, structuralist semiotics, textual semiotics, visual and film semiotics, multimodal rhetoric, Film theory, psychoanalysis. The proposed connectionist model of the brand trajectory of signification is operationalized through a methodological framework that encompasses a structuralist semiotic interpretative approach to the textual formation of brand equity, supported by quantitative content analysis with the aid of the software Atlas.ti and the application of multivariate mapping techniques.
Author : Louise J. Ravelli
Publisher : Routledge
Page : 215 pages
File Size : 13,46 MB
Release : 2015-11-19
Category : Language Arts & Disciplines
ISBN : 1134747977
This book provides an extended exploration of the multimodal analysis of spatial (three-dimensional) texts of the built environment, culminating in a holistic approach termed Spatial Discourse Analysis (SpDA). Based on existing frameworks of multimodal analysis, this book applies, adapts, and extends these frameworks to spatial texts. The authors argue that choices in spatial design create meanings about what we perceive and how we can or should behave within spatial texts, influence how we feel in and about those spaces, and enable these texts to function as coherent wholes. Importantly, a spatial text, once built, is also a resource which is then used, and an essential aspect of understanding these texts is to consider what users themselves contribute to the meaning potential of these texts. The book takes the metafunctional approach familiar from Systemic-Functional Linguistics (SFL) and foregrounds each metafunction in turn (textual, interpersonal, experiential, and logical), in relation to the detailed analysis of a particular spatial text.
Author : George Rossolatos
Publisher : Createspace Independent Publishing Platform
Page : 0 pages
File Size : 20,67 MB
Release : 2012-12-27
Category :
ISBN : 9781481843157
This book seeks to outline a structuralist rhetorical semiotic approach to brand equity planning, with view to addressing a crucial gap in the existing consumer research and semiotic literature (and marketing/advertising practice alike), concerning how advertising textual expressive elements may be selected, how they may be transformed into brand elements and how brand elements may be transformed into brand associations as sources of sustainable brand equity. The focus lies in demonstrating the usefulness of structuralist rhetorical semiotics in the construction and ongoing management of brand associations as outcomes of sustainable brand equity. The culminating point of the research at hand consists in a rhetorical semiotic brand equity conceptual model, which will be complemented by a second volume, comprising a step-wise methodology for operationalizing the conceptual framework that is put forward in this book.
Author : George Rossolatos (Hrsg.)
Publisher : kassel university press GmbH
Page : 47 pages
File Size : 20,35 MB
Release : 2015-11-09
Category : Branding (Marketing)
ISBN : 3737600422
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 researchers 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 marketing and semiotics, 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 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 brand- related research Semiotics and (inter)cultural branding Brand equity semiotics
Author : Kalevi Kull
Publisher : World Scientific
Page : 318 pages
File Size : 17,7 MB
Release : 2011-06-08
Category : Science
ISBN : 1908977817
This book presents programmatic texts on biosemiotics, written collectively by world leading scholars in the field (Deacon, Emmeche, Favareau, Hoffmeyer, Kull, Markoš, Pattee, Stjernfelt). In addition, the book includes chapters which focus closely on semiotic case studies (Bruni, Kotov, Maran, Neuman, Turovski).According to the central thesis of biosemiotics, sign processes characterise all living systems and the very nature of life, and their diverse phenomena can be best explained via the dynamics and typology of sign relations. The authors are therefore presenting a deeper view on biological evolution, intentionality of organisms, the role of communication in the living world and the nature of sign systems — all topics which are described in this volume. This has important consequences on the methodology and epistemology of biology and study of life phenomena in general, which the authors aim to help the reader better understand.
Author : Anol Bhattacherjee
Publisher : CreateSpace
Page : 156 pages
File Size : 16,11 MB
Release : 2012-04-01
Category : Science
ISBN : 9781475146127
This book is designed to introduce doctoral and graduate students to the process of conducting scientific research in the social sciences, business, education, public health, and related disciplines. It is a one-stop, comprehensive, and compact source for foundational concepts in behavioral research, and can serve as a stand-alone text or as a supplement to research readings in any doctoral seminar or research methods class. This book is currently used as a research text at universities on six continents and will shortly be available in nine different languages.
Author : Jamin Pelkey
Publisher : Bloomsbury Publishing
Page : 281 pages
File Size : 49,73 MB
Release : 2017-02-23
Category : Language Arts & Disciplines
ISBN : 1474273831
The X figure is ubiquitous in contemporary culture, but attempts to explain our fixation with X are rare. This book argues that the origins and meanings of X go far beyond alphabets and archetypes to remembered feelings of body movements - movements best typified in the performance of “spread-eagle” as a posture or gesture. These body memories are then projected onto other patterns and dynamics to help us make sense of the world. The argument is accomplished using a blend of insights from linguistic anthropology, cognitive linguistics, rhetoric culture and process semiotics to bring together revealing clues from languages, cultures and thinkers around the world. Chief among the uses and experiences of X are its tendencies to involve us in surprising reversals and blends. In ancient times the X-pattern was discussed as “chiasmus”, a figure which, according to Maurice Merleau-Ponty, informs the most basic elements of our bodily experience, calling into question polarized dichotomies such as subject versus object. Pushed to extremes, presumed opposites like these tend to reverse suddenly. Likewise, blended experiences of our bodily extremities - arms and legs, toes and fingers, hands and feet - provide a plausible source of grounding for unique human abilities like analogy and double-scope conceptual integration. The book illustrates these dynamics by drawing attention to uses of X in history, prehistory and daily life, from sports and advertising to world mythology and languages around the world. The Semiotics of X is the first step towards developing a larger argument on the important but neglected role that chiasmus plays in cognition. It aims to inspire continued exploration on the figure, with the full expectation that chiasmus will become for the 21st century what metaphor became for the 20th century: a revolution in thinking about the way we think.
Author : Юрий Михайлович Лотман
Publisher : Indiana University Press
Page : 306 pages
File Size : 11,58 MB
Release : 1990
Category : Literary Criticism
ISBN : 9780253214058
Universe of the Mind A Semiotic Theory of Culture Yuri M. Lotman Introduction by Umberto Eco Translated by Ann Shukman A major book by one of the initiators of cultural studies. "Universe of the Mind is an ambitious, complex, and wide-ranging book that semioticians, textual critics, and those interested in cultural studies will find stimulating and immensely suggestive." --Journal of Communication "Soviet semiotics offers a distinctive, richly productive approach to literary and cultural studies and Universe of the Mind represents a summation of the intellectual career of the man who has done most to guarantee this." --Slavic and East European Journal Universe of the Mind addresses three main areas: meaning and text, culture, and history. The result is a full-scale attempt to demonstrate the workings of the semiotic space or intellectual world. Part One is concerned with the ways that texts generate meaning. Part Two addresses Lotman's central idea of the semiosphere--the domain in which all semiotic systems can function--presented through an analogy with the global biosphere. Part Three focuses on semiotics from the point of view of history. A seminal text in cultural semiotics, the book's ambitious scope also makes it applicable to disciplines outside semiotics. The book will be of great interest to those concerned with cultural studies, anthropology, Slavic studies, critical theory, philosophy, and historiography. Yuri Mikhailovich Lotman is the founder of the Moscow-Tartu School and the initiator of the discipline of cultural semiotics.
Author : Stephen W. Littlejohn
Publisher : SAGE
Page : 1193 pages
File Size : 36,21 MB
Release : 2009-08-18
Category : Language Arts & Disciplines
ISBN : 1412959373
The Encyclopedia of Communication Theory provides students and researchers with a comprehensive two-volume overview of contemporary communication theory. Reference librarians report that students frequently approach them seeking a source that will provide them with a quick overview of a particular theory or theorist - just enough to help them grasp the general concept or theory and its relation to the discipline as a whole. Communication scholars and teachers also occasionally need a quick reference for theories. Edited by the co-authors of the best-selling textbook on communication theory and drawing on the expertise of an advisory board of 10 international scholars and nearly 200 contributors from 10 countries, this work finally provides such a resource. More than 300 entries address topics related not only to paradigms, traditions, and schools, but also metatheory, methodology, inquiry, and applications and contexts. Entries cover several orientations, including psycho-cognitive; social-interactional; cybernetic and systems; cultural; critical; feminist; philosophical; rhetorical; semiotic, linguistic, and discursive; and non-Western. Concepts relate to interpersonal communication, groups and organizations, and media and mass communication. In sum, this encyclopedia offers the student of communication a sense of the history, development, and current status of the discipline, with an emphasis on the theories that comprise it.
