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Semiotics analysis in advertisements
Semiotics analysis in advertisements
Influence of culture on consumer behaviour
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While traditional market research such as secondary research, surveys, focus groups, and interviews, observation or experiments trials focus on probing consumers for their opinions and behaviours (J Anderson, 2012); semiotics analysis choose different research approach to closely study culture to reveal the primary cultural triggers for particular customers responses (D chandler, 2013). In example: traditional market research would ask consumers about their thoughts on particular product, what they like about it, why they don’t like it and what they would like to improve in that product. Such method may bring very interesting and direct customer insights that business would want to see. On the other hand, using semiotics analysis on the same product would reveal the cultural importance of that product: how it plays a role in people’s life and how it was embalmed in the culture of a nation. As the end, even though people have different perspectives and opinion in a particular product, there is always an underlying rule that people commonly accepted about it.
One significant example would be the black tea significant within British culture as it dated back in the history of tea usage in the UK and it currently takes 70 percentile of UK tea market (R REILLY, 2013). A well rounded semiotics analysis would reveal important values of black tea that British people would not seeing it changes and which aspect of tea that might be changed. Through semiotics analysis, brand names can invent culture rather than passively respond to it through traditional research methods. According to Thomas O’guin, There are 2 types of brands: product leaders or followers (2013). Product leader brands are the innovators within their field and establish a n...
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..., surveys, focus groups, and interviews, observation or experiments trials, and they make innovations that slip into society boundaries that they have defined previously and they create brands’ culture rather than passively respond to it (C Pinson, 2008). One of the important aspects that are semiotics analysis does not required being costly: marketers are encouraged utilizing few hours of semiotic consideration to inspire themselves and push the boundaries of imagination, helping marketers to develop a strategically views of the culture and their business brands (R McKeown, 2005). Even in modern society, it is advisable for marketers to take time and think semantically about their brands, which can come a long way to help finding answers the questions that the company brand is having to deal with which requires time and resources with traditional research methods.
In every given business, the name itself portrays different meanings. This serves as the reference point and sometimes the basis of customers on what to expect within the company. Since personality affects product image (Langmeyer & Shank, 1994), the presence of brand helps in the realization of this concept. Traditionally, brand is a symbolic manifestation of all the information connected with a company, product, or service (Nilson, 2003; Olin, 2003). A brand is typically composed of a name, logo, and other visual elements such as images, colors, and icons (Gillooley & Varley, 2001; Laforet & Saunders, 1994)). It is believed that a brand puts an impression to the consumer on what to expect to the product or service being offered (Mere, 1995). In other application, brand may be referred as trademark, which is legally appropriate term. The brand is the most powerful weapon in the market (LePla & Parker, 1999). Brands possess personality in which people associate their experience. Oftentimes, they are related to the core values the company executes.
We live in a new generation of buyers. Consumers used to be taught how products can help them fulfill their needs or reach goals and the benefits of the products were described to provide reasons for buying. Now consumers only buy if they identify therefore positive attitudes towards a brand of product should be taken in consideration to express a brands values as social groups influence consumers by sharing their own experiences and connections in their community. The value of a great shopping experience is rather found in the moment of consumption, rather that in the purchase of a product. Brands should understand that people do not buy only the products, they buy the services that the products provide too.
More important than product, people, and advertising, branding is going forward as one of the most important factors in a business. While Klein has a bias against branding and wishes the reader a word of warning, in this specific essay she focuses on what branding means for the future. Klein starts off her minor claims with the bloating of corporations. “A consensus emerged that corporations were bloated, oversized; they owned too much, employed too many people, and were weighed down by too many things (Klein 769).” Through the use of branding, these same businesses could cut down all of their problems and payrolls through importing and simply putting their brand name on the product. Then when the dreaded “Marlboro Friday” happened, and it seemed that all brand significance was for naught, Klein showed us examples of businesses that thrived from a new age of marketing. “For these companies, the ostensible product was mere filler for the real production: the brand (Klein 774).” With brand driven marketing rather than product driven sales, businesses soared with selling the idea of their products more than their products quality. Using the example of Starbucks, Klein also supports her claims of branding not through marketing but weaving its name into products and culture. “The Starbucks coffee chain was also expanding during this period spinning its name into a wide range of branded projects: Starbucks airline coffee, office coffee, coffee ice cream, coffee beer (Klein 775).” By spreading its name not through marketing, but through spreading the brand through new and different products Starbucks found success in turning their brand concept into a virus and sending it through cultural sponsorship, political controversy, consumer experience and brand extensions. These forms of image building could make a company like Starbucks successful with branding over
Brands create inspirational lifestyles based on these consumer relationships. Associating oneself with a brand transfers these lifestyles onto consumers. Marketing is very
Throughout the International Marketing course there has been an exploration of ideas, concepts, and strategies that one may not notice until they become apart of a companies pivotol marketing team. With my observation of a variety of major corporate companies and brands, I have been able to understand why companies brand and market in a certain fashion. The companies I will be completing a case study on is Abercrombie, Netflix, and A Time for a Unified Campaign. After placing myself into the role of marketing manager, I have been able to explore the multitude of aspects in which a brand can be marketed.
For my semiotic analysis I chose to talk about a commercial for ‘Be delicious’ from Donna Karan New York to demonstrate how advertising generates its meanings, construct the image and behaviors ideology in order to attract customers.
In order to get a clear cut understanding of the effects and utilization of branding strategies to create high value; brand equity and achieve brand loyalty, the qualitative method will be applied to the research. It was believed that the usage of this method will facilitate to gain insight and describe complexity (Hanson and Grimmer, 2007). The research displays an inductive approach where the data will be assembled from the literature review and also by further field research such as interviews and observation. One major advanta...
Brands have become such a major economic force in the global economy that they have become more important than the very firms which sustain them. They have become the means of delivering market value, shareholder wealth, livelihood, prosperity and culture. You think I am overrating them? Read on.
Brand culture is developed as brand stories, images, associations pulse through networks. The amount of buzz Tesla has gotten over the last year has out paced any traditional mass media “campaign” in recent times. Tesla was ranked above any other luxury brand in Consumer Reports, magazine’s measurement of “brand perceptions” by American consumers. Tesla’s Model S owners gave the vehicle 99...
Companies use a collection of brand equities to represent their products in the market (Voolnes, 2012). Brand equity refers to the commercial value that is derived from the perception of consumers on any given brand name of particular products in the market as opposed to the product itself. Ataman (2003) notes that the effect to the consumer is in the brand name and not the product itself. Companies use logos, trademarks and a collection of other symbols to present this information to the customers. The use of these symbols is meant to try and capture the customer mindset so that they can be thinking about the company products at all times through the items they possess at home (Estes, Gibbert, Guest, & Mazursk, 2012). This can well be explained by use of the customer-based brand equity model that brings together the requirements for a publicly renowned brand in the market.
Incorporating cultural influences into our marketing strategy will be critical moving forward in the global market. To have an effective global marketing strategy, we must consider these cultural influences in the country where the new product is being advertised and it must be understood that their citizens’ choices about purchasing the product is based on these cultural stimuli (Hunt 2016).
The article discusses brand management on a global scale. Marketing across cultures can be done with Theodore Levitt's idea for exploiting the "economics of simplicity" with standardized products, packaging, and communication. Global brands become symbols of cultural ideals; therefore, transnational companies have to offer a high-value product that deliver the cultural myths consumers are looking for. The Global Brands Study found consumers associate global brands with three characteristics (quality signal, global myth, and social responsibility), which are used to evaluate them when making purchase decisions. Global consumers are segmented into four categories: global citizens, global dreamers, anti-globals, and global agnostics.
Semiotics is the field of study that is concerned with cultural signs and their meaning in society. It could be anything that can stand for something else. In this essay I will employ semiotics to deconstruct a 27 Jul 2014 print advertisement from Uber’s magazine. The purpose of this advertisement is to attract customer buy status
According to Heath and Heath (2008), consumers seem to have a mistrust of marketing resulting in a disconnection between the agenda of brand managers and consumer interests. This mistrust lies with the consumer view that marketers are pushing for “excessive consumption” rather than really understanding attitudes and perceptions that lead to satisfying the needs and wants of consumers (Heath & Heath, 2008). Today, consumers are opposed to push strategies, and prefer making decisions about brands more independently. Hipperson (2010) has found that companies may have to “change from delivering push communications to creating pull interactions” (p. 263). This reflects the importance of listening to what consumers are demanding and then implementing strategies that will satisfy this ...
Early on in the twentieth century, when mass marketing and production became commonplace, company branding allowed consumers to identify with a company. The consumer made a one sided personal relationship