Bühler’s organon model of communication: a semiotic analysis of advertising slogans

Safavi, Sarvenaz

doi:10.1515/sem-2018-0028

Cited by 3 publications

References 3 publications

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The semiotics of social-distance branding during the post-coronavirus crisis

2022

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Social distance, as a non-static cognitive attribute of acceptance among particular groups across different contexts, has been resemioticized during the coronavirus crisis and legalized worldwide to reduce global strain on healthcare systems and prevent deaths. Concerning this, brand designers have tried to persuade the brand community to benefit from products or services safely by staying away from others as much as possible instead of in-person contact. This research was conducted to discover the semiosis process of social-distancing resemioticization through creating values of brands during the post-coronavirus crisis. The corpus consists of 124 brands – all sampled purposely from 2019 to 2021 – which was investigated via a mixture of qualitative and quantitative methods using an integrated model in a functional perspective. All the results highlight the fact that, although brand designers have attempted to creatively resemioticize social-distancing during the coronavirus crisis as a means of increasing or enriching brand values, still some semiosis layers of brand discourse have been overlooked. Pertaining to this, the authors try to apply a new perspective of marketing semiotics to appraise consumer investments in light of a socio-cultural setting by conducting an inquiry about the semiosis of individual brand discourses to manage consumer perceptions regarding brand equity.

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The semiotics of social-distance branding during the post-coronavirus crisis

2022

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Linguistic Properties of Post-Truth Discourse: A Description of Reverse News on Social Media

Sang¹,

Shi²

2023

Preprint

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Multimodal Advertising: Semiotic and Cognitive-Pragmatic Aspects

Kravchenko,

Yudenko

2023

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The article focuses on the analysis of the multimodal advertising of the Nokia brand from a semiotic and cognitive-pragmatic perspective. The aim of the article is to identify the secondary signifieds of the brand discourse and the features of their actualization through verbal, visual, and auditory advertising modes. This goal is achieved through several tasks, including identifying connotations related to the auditory mode in the context of its intertextuality; specifying secondary signifieds actualized by visual metaphors; determining the interface of pragmatic and cognitive parameters in visual metaphors; justifying the role of secondary signifieds in constructing the target consumer identity of the Nokia brand. It is found that key secondary signifieds constitutive of the brand discourse are connotative meanings such as "self-expression," "inspiration," and "classicism." These connotations, embodying the motivational needs of the target consumer identity of Nokia, are intended to displace the primary signifieds associated with the functional purpose of the brand's products as mobile communication devices. Visual and verbal images of classical guitar and violin, as well as auditory intertextual borrowing of a classical melody in the brand's ringtone, are used to create secondary signifieds that metonymically connect the brand with classical music and inspiration. These secondary signifieds appeal to two types of consumer identities: those with motivational needs for self-realization and creativity and those with needs for continuity, traditions, and stability. Images of classical musical instruments serve as source spaces for visual metaphors and intertextuality, in blends of which the secondary signifieds of the brand discourse are reconstructed. The reconstruction of signifieds is carried out through discursive implicatures, establishing the quantity, transparency, quality, and coherence of information disrupted by metaphors or intertextuality as means associated with deviations from cooperative maxims. The restored implicatures shape propositional-locutionary content, which, in the elaboration stage of the blend, takes on illocutionary forces of an indirect commissive act—promising to satisfy the motivational needs of the target audience in self-expression, heritage, and traditions—and an indirect directive, urging to fulfill these motivational needs through the acquisition of the brand's products.

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Bühler’s organon model of communication: a semiotic analysis of advertising slogans

Cited by 3 publications

References 3 publications

The semiotics of social-distance branding during the post-coronavirus crisis

The semiotics of social-distance branding during the post-coronavirus crisis

Linguistic Properties of Post-Truth Discourse: A Description of Reverse News on Social Media

Multimodal Advertising: Semiotic and Cognitive-Pragmatic Aspects

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