Brand Personification as Bonding

2018 ◽  
Vol 14 (1) ◽  
pp. 13-39
Author(s):  
Shukun Chen ◽  
Jing Lin
Keyword(s):  
Multimodal Communication ◽  
Marketing Literature ◽  
Close Analysis ◽  
Semiotic Resources ◽  
Semiotic Perspective ◽  
A Company ◽  
Semiotic Process

Abstract Brand personification has been well investigated in marketing literature. However, it is still rarely studied from the semiotic perspective, which offers a lens to research how the semiotic resources of products could be designed to personify the brand. Under the framework of systemic functional sociosemiotics, brand personification is theorized as a semiotic process of bonding, referring to the shared coupling of value and character. Two primary choices of bonding strategies are proposed: appreciation/judgment and affect. The source and target of appreciation/judgment are labeled as Appraiser and Appraised while those of affect are labeled as Emoter and Trigger. It leads to further considerations of how to construe the character as Appraiser, Appraised, Emoter, and/or Trigger. Then, the paper, drawing on visual and verbal grammars founded on systemic functional sociosemiotics, proceeds to illustrate how semiotic resources are co-deployed to realize these bonding strategies via a close analysis of three packaging cases of a company, Uni-President. This study provides theoretical backup for the brand personification in marketing and serves as a useful guideline for brand personification design, in particular, multimodal communication in packaging.

scholarly journals Multiculturalism, biosemiotics, and cross-cultural friendship: An essay review of Olteanu’s multimodal semiotics of culture

2020 ◽  
Vol 47 (3/4) ◽  
Author(s):  
Claus Emmeche
Keyword(s):  
Essay Review ◽  
Cross Cultural ◽  
Multimodal Communication ◽  
Arts And Humanities ◽  
Semiotic Perspective

Review of Multiculturalism as Multimodal Communication: A Semiotic Perspective [Series Numanities – Arts and Humanities in Progress 9; Dario Martinelli, series ed.] by Alin Olteanu. Cham: Springer, 2019, xviii+140 pp.

scholarly journals The Happiest Place on Earth

2021 ◽  
Vol 12 (3) ◽  
pp. 405-426
Author(s):  
Viviane Maria Heberle ◽  
Felipe Antonio De Souza ◽  
Luiza Horbach Dodl
Keyword(s):  
Discourse Analysis ◽  
Visual Design ◽  
Composition Analysis ◽  
Local Foods ◽  
Theme Parks ◽  
Common Pattern ◽  
Disney World ◽  
Semiotic Resources ◽  
Semiotic Perspective ◽  
Physical Spaces

Drawing on insights from a social semiotic perspective as proposed by Halliday (1985), and its adaptation to the grammar of visual design (KRESS; VAN LEEUWEN, 2006), and spatial discourse analysis (RAVELLI, 2000, RAVELLI; HEBERLE, 2016), this article aims to analyze semiotic resources used in EPCOT’s World Showcase, Disney World, Florida, USA, specifically, the eleven thematic pavilions in the attraction. The analysis considered the three metafunctions, adapted from Halliday (1985) to investigate images (KRESS; VAN LEEUWEN, 2006) as well as physical spaces (RAVELLI, 2000). Results show that the representation relies mainly on the reproduction of semiotic resources that are popular in each country in the Showcase, such as monuments, architecture styles and symbols that enable the guests to immerse in the country's culture. The immersion also happens through the consumption in shops with local products and restaurants with local foods, as well as the interaction with local cast members. The composition analysis showed a common pattern regarding the placement of items that are more approachable and real in the lower part, while items that symbolize idealization and fantasy are usually placed in the upper part of the spaces. Overall, despite the concern to portray the countries with authenticity, it can be seen that they are represented in an idealistic and fanciful way which follows the ideology of Disney’s theme parks of providing an environment of perfection and fantasy to the guests.

scholarly journals Multimodal Language of Attitude in Digital Composition

2020 ◽  
Vol 37 (2) ◽  
pp. 135-166 ◽  
Author(s):  
Kathy A. Mills ◽  
Bessie G. Stone ◽  
Len Unsworth ◽  
Lesley Friend
Keyword(s):  
Qualitative Research ◽  
Elementary Schools ◽  
Digital Media ◽  
Multimodal Communication ◽  
Research Participants ◽  
Multimodal Systems ◽  
Semiotic Resources ◽  
Multimodal Language ◽  
Popular Texts

Communication using popular digital media involves understanding multimodal systems of appraisal for expressing attitude, which traditionally deals with emotions, ethics, and aesthetics in language. The formulation and teaching of multimodal grammars for attitudinal meanings in popular texts and culture is currently underresearched. This article reports findings from multisite qualitative research that developed students’ ability to use semiotic resources for communicating attitude multimodally. The research participants were 68 students (ages 9–11 years) from two elementary schools. Students learned how to use attitudinal language—affect, judgment, and appreciation—and applied this knowledge to multimodal design. The findings advance a leading system of appraisal for discourse by adapting the system to the multimodal communication of attitude in digital comic making in schooling. The research is significant because it demonstrates the potentials for augmenting students’ linguistic and visual semiotic resources to convey multimodal attitudinal meanings in contemporary communication.

scholarly journals The antecedents and consequences of CSR skepticism: An integrated framwork.

2020 ◽  
Vol 1 (1) ◽  
pp. 1-9
Author(s):  
Bassam Dalal
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Consumer Behaviors ◽  
Marketing Literature ◽  
Consumer Skepticism ◽  
Antecedents And Consequences ◽  
Corporate Social ◽  
A Company

Corporate Social Responsibility (CSR) skepticism is examined in marketing literature, but the understanding of its role in the domain of CSR is lacking. Previous studies revealed that consumers compensate for the companies that engage in CSR activities, but the level of CSR skepticism inhibits the success of CSR programs. This paper describes the antecedents and consequences of CSR skepticism. The antecedents conclude the motives that affect the level of consumer skepticism about CSR programs, while the consequences examined the relationships between CSR skepticism and some outcome variables through two broad dimensions; the companies and consumer behaviors. The results have demonstrated the expected direction force of the motives on CSR skepticism, and the expected consequences of CSR skepticism on both the companies and the consumer behaviors. The findings have indicated that it is not sufficient for a company to solely engage in CSR, but they must also take into account the level or extent of CSR skepticism. This paper contributes to the literature by examining the antecedents and consequences of CSR skepticism, by integrating a framework of research on an important topic, and by offering broad paths for further research.  

scholarly journals Analysing Multimodal Texts in Science—a Social Semiotic Perspective

2021 ◽  
Author(s):  
Hanna Wanselin ◽  
Kristina Danielsson ◽  
Susanne Wikman
Keyword(s):  
Content Knowledge ◽  
Teaching And Learning ◽  
Meaning Making ◽  
Systemic Functional Linguistics ◽  
Teaching Resources ◽  
Multimodal Texts ◽  
Semiotic Resources ◽  
The Subject ◽  
Semiotic Perspective ◽  
Analytical Tools

AbstractTeaching and learning in science disciplines are dependent on multimodal communication. Earlier research implies that students may be challenged when trying to interpret and use different semiotic resources. There have been calls for extensive frameworks that enable analysis of multimodal texts in science education. In this study, we combine analytical tools deriving from social semiotics, including systemic functional linguistics (SFL), where the ideational, interpersonal, and textual metafunctions are central. In regard to other modes than writing—and to analyse how textual resources are combined—we build on aspects highlighted in research on multimodality. The aim of this study is to uncover how such a framework can provide researchers and teachers with insights into the ways in which various aspects of the content in multimodal texts are communicated through different semiotic resources. Furthermore, we aim to explore how different text resources interact and, finally, how the students, or authors of teaching resources, position themselves in relation to the subject. Data consist of one student text and one teaching resource text, both comprising drawn and written elements in combination with symbols. Our analyses of the student text suggest that the proposed framework can provide insights into students’ content knowledge and, hence, how construction of multimodal texts may be a useful tool for formative assessment. When it comes to teaching resources, the framework may be a useful tool for teachers when choosing resources, particularly in relation to students’ possibilities of meaning making when engaging with such texts, but also, as a basis for classroom discussions.

scholarly journals Semiotic process implied in phenomena associated with high dilutions

2021 ◽  
Vol 9 (31) ◽  
pp. 74-84
Author(s):  
Gheorghe Jurj
Keyword(s):  
Working Hypothesis ◽  
High Dilutions ◽  
Semiotic Perspective ◽  
Semiotic Process

This article is an attempted sketch for a semiotic perspective about the HD phenomena, from their production, signification and meanings to possible fields of research. On the grounds of classic semiotic notions, it is proposed the model of “iconic transmission” which posits HD signs as icons. As a working hypothesis, it might be useful to explain the anomalous aspects of HD, which fall outside the scope of traditional science grounded on the notion of matter.

scholarly journals Social semiotic genre: exploring the interplay of words and images in advertising

2022 ◽  
pp. 29-51
Author(s):  
Taofeek Olaiwola Dalamu
Keyword(s):  
Meaning Making ◽  
Communicative Acts ◽  
Semiotic Resources ◽  
Words And Images ◽  
Semiotic Perspective

This study examined the interplay of pictorial and written modes that position advertising as a multimodal genre, explainable through a social semiotic perspective. Eight advertisements of the financial, telecommunications, and beverage products functioned as devices of analysis. Nevertheless, multimodal communicative acts served as the processing tool, elucidating the meaning potentials of the advertising configurations. Having deployed a system of multimodal interacts, tables and graphs assisted in accounting for the frequency of the semiotic resources of the written modes. The analysis indicated large and highlighted fonts (Celebrating the world’s no. 1 fixer), repetitions (Guinness, Maltina, real deal), and deviant constructs (EazyLoans, GTWorld) as elements of propagating intended messages. The deployment of codes (*966*11#, 737) and fragmented clauses (Over N100 million worth of airtime) played some roles in the meaning-making operations. Of significance is the Guinness’ conceptual “digits” of 17:59, contextualising the year, time, and channel of promotional benefits. Though questions (Have you called mum today?), offer (It can be), and minor clauses (Welcome to Guinness time) were parts of the communicative systems, statements (Terms and condition apply) and commands (Enjoy the complete richness of Maltina) dominated the entire dialogues. One might suggest that communicators should endeavour to deploy apt constructions and create eye-lines between participants as means of sensitising readers into consumption.

scholarly journals A Socio Semiotic Approach to Multimodal Discourse of Selected Nollywood Film Advertisement Posters

2021 ◽  
Vol 2 (2) ◽  
pp. 31-45
Author(s):  
Monsurat Aramide Nurudeen ◽  
Ebenezer Oluseun Ogungbe ◽  
Moshood Zakariyah
Keyword(s):  
Complex System ◽  
Visual Communication ◽  
Meaning Making ◽  
Qualitative Approach ◽  
Multimodal Communication ◽  
Generic Structure ◽  
Multimodal Discourse ◽  
Semiotic Approach ◽  
Semiotic Resources ◽  
Complex Forms

Film posters are complex forms of visual communication basically employed to promote films so as to seek for patronage from prospective viewers. Nollywood film poster designers or marketers employ a complex system of modes of multimodal communication to achieve their intended objectives. This study therefore investigates how these semiotic resources reveal the intention of the film poster designers and how other contextual variables influence the ability of the viewers to comprehend the messages embedded in film posters. The objectives of the study are to uncover the visual and linguistic semiotic resources in the film advertisement posters and their interaction. The study adopts a qualitative approach to the analyses of six randomly selected Nollywood film advertisement posters of three genres, namely: drama, thriller and comedy. Yuen’s Generic Structure Potential and Royce’s Ideational Intersemiotic Complementarity serve as the basis for the analysis of the selected texts. The study reveals that visual modes are more salient and frequently employed in the advertisement posters than the linguistic modes. However, both the visual and the linguistic modes offer complementary relationship for effective meaning-making in the selected Nollywood advertisement posters. The meanings derived are often contextual which appeal to the audience reasoning and sustain their interests. The study concludes by emphasizing the importance of the synergy of both linguistic and visual multimodal resources or modes of signification in the successful meaning-making and meaning-comprehension in the study of visual communication.

From a Distance: A Close Analysis of Skinner

1995 ◽  
Vol 40 (5) ◽  
pp. 424-425
Author(s):  
Laurence D. Smith
Keyword(s):  
Close Analysis
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