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Marketing SemioticsSigns, Strategies, and Brand Value$
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Laura R. Oswald

Print publication date: 2012

Print ISBN-13: 9780199566495

Published to Oxford Scholarship Online: April 2015

DOI: 10.1093/acprof:osobl/9780199566495.001.0001

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PRINTED FROM OXFORD SCHOLARSHIP ONLINE (oxford.universitypressscholarship.com). (c) Copyright Oxford University Press, 2021. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in OSO for personal use. date: 11 May 2021

Marketing Semiotics

Marketing Semiotics

(p.44) 2 Marketing Semiotics
Marketing Semiotics

Laura R. Oswald

Oxford University Press

This chapter explains the basics of structural semiotics and its application to solving an identity and positioning problem. It discusses the case of a new designer perfume marketed in the 1990s. Semiotic analysis of advertising for the perfume showed that the consumer had two different perceptions of the female: as a goddess or the girl-next-door. These conflicts were not immediately discovered during the product life, resulting in failure. Semiotic research later revealed that there was a third feminine perception that could have made a difference in product sales. Semiotics is useful in decoding the consumer culture of the market being targeted; plotting the grid or sector where the product is to be positioned; identifying rising trends and codes; and aligning advertising and other creative strategies with these trends and codes.

Keywords:   structural semiotics, positioning problem, Semiotic analysis, consumer culture

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