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Semiotics

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Lina Hinterseer

on 6 December 2013

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Transcript of Semiotics

Deconstructing an Ad
Semiotics


Communication in foreign markets
Sources
1. What is semiotics?

2. Semiotics and
marketing

3. Deconstructing an
advertising

4. Communication in
foreign markets

What is semiotics?
Definition
"Study of signs and symbols and their use of interpretation." (Oxford dictionary, 2013)


"Science of signs and their meaning." (Guiraud, 1975)


Theories
Signs
Signifier
Signified
Recognition of sign,
based on concept

Example: DOG
Example:
Ferdinand de Saussure
(1857 - 1913)

Signs
Charles Sanders Peirce
(1839 - 1914)
Icon
can be seen directly
resembles signified
Index
Causal connection to sign
Can be figured out
Symbol
convention
culturally specific
have to be learnt
Example:
Photography
Example:
Indicator for fire
Example:
Christianity
Outside-In-Approach
You see something from the
outside
and
make assumptions.
Criticism
You don't ask the person
You can't measure meaning of consumers intention
Misinterpretation
Difference to qualitative research with Inside-Out-Approach!
21. November 2013
Janik Betz, Patricia Hauff,
Lina Hinterseer, Ines Seiler

Thing/ Word/ Expression/ ...
Berger, A. A., 2011
Berger, A. A., 2010
Lawes, R., 2002
Lawes, R., 2002
Semiotics and marketing
Milton Glaser´s classic New York logo
http://www.telegraph.co.uk/culture/art/art-features/8303867/Milton-Glaser-his-heart-was-in-the-right-place.html
http://www.umsl.edu/~jansonma/myarticles/D__SIGPHL02-1364.pdf
"The creation of Adam" by Michaelangelo (1508-1512)
http://www.umsl.edu/~jansonma/myarticles/D__SIGPHL02-1364.pdf
http://www.umsl.edu/~jansonma/myarticles/D__SIGPHL02-1364.pdf
A Semiotic Analysis of the Nokia Advertisement
The Nokia avertisement
http://www.condenastsub.com.cn/magazine/vogue?source=voguewww
http://www.magzter.com/IN/Conde-Nast-India/VOGUE-India/Lifestyle/
http://www.assineglobo.com.br/produtos/vogue/VG/?site_par=1&origem_par=1&formato_par=CV&versao_par=CAPA_TOPO
http://abo.vogue.de/?utm_campaign=Aboshop+-+Heftteaser+oben+rechts&utm_source=VOGUE+Website&utm_medium=Organisch
Low/High Context
Every country or region has its own norms, values and traditions.

A good research before operating in a foreign market is essential.
Berger, A. A., 2010. The Objects of Affection: Semiotics and Customer Culture. New York: Palgrave Macmillan.

Berger, A. A., 2011. Media and Communication Research Methods. An Introduction to Qualitative and Quantitative Approaches. 2nd ed. California: Sage.

Glaser, M., 2011. His heart was in the right place, The Telegraph, [online] Available at: <http://www.telegraph.co.uk//art/art-features/8303867/Milton-Glaser-his-heart-was-in-the-right-place.htmlculture#> [Accessed 10 November 2013].

Guiraud, P., 1975. Semiology (trans. George Gross). London: Routledge & Kegan Paul.

JakeCWPearce, 2011. Introduction to semiotics.[video online] Available at:< www.youtube.com/watch?v=J6RFLiI9nRU> [Accessed 18 November 2013].
Lawes, R., 2002. Demystifying semiotics: some key questions answered. International Journal of Market Research, 44(3), pp.251-264.

Lawes, R., 2002. Demystifying semiotics: some key questions answered. International Journal of Market Research, 44(3), pp.251-264.

Media Education Fundation, 2005. Deconstructing an advertisement. [pdf] Available at: <http://www.mediaed.org/Handouts/DeconstructinganAd.pdf> [Accessed 10 November 2013].

Morgan, R.-T. et al, 2007. Managing Cultural Differences: Global Leadership Strategies for the 21st Century. 7th ed. Burlington: Elsevier.

Oxford University Press, 2013. Oxford dictionary. Available at: <http://www.oxforddictionaries.com/definition/english/semiotics> [Accessed 18 November 2013].

SemioticsInc, 2011. Semiotics of the Tie. [video online] Available at:< www.youtube.com/watch?v=qeefWS8YrDw> [Accessed 18 November 2013].

Tsotra, D., Janson, M., Cecez-Kecmanovic, D., 2004. Marketing on the Internet: A semiotic Analysis. [pdf] Available at: < http://www.umsl.edu/~jansonma/myarticles/D__SIGPHL02-1364.pdf> [Accessed 10 November 2013].


Cultural Factors
Attribution
Social and Business customs?

Skills for effective negotiation?

Prejudices or stereotypes?

Influence on my interaction?
Example of a misunderstanding betwee low- and high-context cultures:
Captain to Copilot
: "Tell them we are in emergency"

Copilot to Controller
: "We are running out of fuel..."

Controller
: "Climb and maintain 3000."

Copilot to Controller
: "Uh, we're running out of fuel."

Controller
: "I'm going to bring you about 15 miles northeast and then turn you back... Is that fine with your fuel?"

Copilot
: "I guess so."
Verbal Conversation
Attribution
American
: "How long will it take you to finish this report?"
American
: I asked him to participate.
Greek
: His behaviour makes no sense. He is the boss. Why doesn't he tell me?
Greek
: "I do not know. How long should it take?"
American
: He refuses to take responsibility.
Greek
: I asked him for an order.
American
: "You are in the best position to analyze time requirements"
American
: I press him to take responsibility for his own actions.
Greek
: What nonsense! I better give him an answer.
Greek
: "10 Days."
American
: He lacks the ability to estimate time, this time estimate is totally inadequate.
American
: "Take 15. Is it agreed you will do it in 15 days?"
American
: I offer a contract
Greek
: These are my orders: 15 days.
Moran, R.-T., 2007
Moran, R.-T. et al, 2007, p.50
Moran, R.-T. et al, 2007, p.58
Media Education Fundation, 2005
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