Semiotics, Marketing and Communication

The objective of applied semiotic research is to study how manufacturers and consumers create and extract meanings in the market place. This book builds on solid academic foundations and offers a collection of semiotic studies conducted by the author for a variety of firms. Through these studies, Jean-Marie Floch shows how to use a semiotic approach to address such managerial issues as u How can one analyse and design advertising campaigns to best match the consumption values of various market segments? u What are the messages potentially contained in the visual identity of your company? u Does your logo express the way you would like your company, your products to be positioned in the mind of your target audience? u What are the possible sources of distortion between the discourse of a company, for example a pharmaceutical laboratory, and some of its key intermediaries (say, general practitioners)? u How do consumers live their journey inside the subway or inside an hypermarket? Can one build a typology of their expectations and draw implications for better designing commercial environments? This book provides a rigorous yet readable presentation of the key concepts and framework underlying a semiotic study. The author combines a clear analytical approach with a quality of illustration through real semiotic applications which makes the book essential and enjoyable reading for all those who want to better understand what semiotics is about and how it can be fruitfully combined with more traditional "qualitative" studies.