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Doing Semiotics – A Research Guide for Marketers at the Edge of Culture - Oxford Scholarship Online
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Doing Semiotics: A Research Guide for Marketers at the Edge of Culture

Laura R. Oswald

Abstract

Structural semiotics is a hybrid of communication science and anthropology that accounts for the deep cultural codes that structure communication and sociality, endow things with value, move us through constructed space, and moderate our encounters with change. Doing Semiotics: A Research Guide for Marketers at the Edge of Culture, shows readers how to leverage these codes to solve business problems, foster innovation, and create meaningful experiences for consumers. In addition to the basic principles and methods of applied semiotics, the book introduces the reader to branding basics, strateg ... More

Keywords: applied semiotics, research methods, brand management, consumer ethnography, human-centered design, code theory

Bibliographic Information

Print publication date: 2020 Print ISBN-13: 9780198822028
Published to Oxford Scholarship Online: August 2020 DOI:10.1093/oso/9780198822028.001.0001

Authors

Affiliations are at time of print publication.

Laura R. Oswald, author
President, Marketing Semiotics Inc.