Towards A Semiotics Of Brand Equity Brand Coherence And Communicative Consistency Through Structuralist Operations And Rhetorical Transformations

Towards a semiotics of brand equity: Brand coherence and communicative consistency through structuralist operations and rhetorical transformations

Brand Equity Planning with Structuralist Rhetorical Semiotics

Brand Equity Planning with Structuralist Rhetorical Semiotics furnishes an innovative conceptual model and methodology for brand equity planning, with view to addressing a crucial gap in the existing marketing and semiotic literatures concerning how advertising multimodal textual elements may be transformed into brand associations, with an emphasis on rhetorical relata as modes of connectivity between a brand’s surface and depth grammar. The scope of this project is inter-disciplinary, spanning research areas such as brand equity, structuralist semiotics, textual semiotics, visual and film semiotics, multimodal rhetoric, Film theory, psychoanalysis. The proposed connectionist model of the brand trajectory of signification is operationalized through a methodological framework that encompasses a structuralist semiotic interpretative approach to the textual formation of brand equity, supported by quantitative content analysis with the aid of the software Atlas.ti and the application of multivariate mapping techniques.

Multimodality in the Built Environment

This book provides an extended exploration of the multimodal analysis of spatial (three-dimensional) texts of the built environment, culminating in a holistic approach termed Spatial Discourse Analysis (SpDA). Based on existing frameworks of multimodal analysis, this book applies, adapts, and extends these frameworks to spatial texts. The authors argue that choices in spatial design create meanings about what we perceive and how we can or should behave within spatial texts, influence how we feel in and about those spaces, and enable these texts to function as coherent wholes. Importantly, a spatial text, once built, is also a resource which is then used, and an essential aspect of understanding these texts is to consider what users themselves contribute to the meaning potential of these texts. The book takes the metafunctional approach familiar from Systemic-Functional Linguistics (SFL) and foregrounds each metafunction in turn (textual, interpersonal, experiential, and logical), in relation to the detailed analysis of a particular spatial text.