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1. Introduction
2. The third 'grand pillar'
3. Concept of semiotics
4. The two sections of this talk
5. Semiotic theory
6. A powerful analytic tool
7. The 'centred' consumer
8. The 'programmed' consumer
9. Collective programming
10. Inside out, outside in
11. The other half of the equation
12. All consumption is cultural
13. The brand/consumer semiotic model
14. Brand/consumer relationships
15. Financial services
16. Smarties
17. The technology of culture
18. The encoding/decoding model
19. Cultural software (1)
20. Cultural software (2)
21. Cultural software (3)
22. Decoding exercise
23. Text and context
24. Context and discourse
25. Context rule
26. Gold symbolism
27. Gold discourse (1)
28. The phrase ''your fault!!!!''
29. Culture mesh
30. Culture clash
31. Gold discourse (2)
32. New luxury codes
33. Changing images of Her Majesty
34. The 'Queen'
35. Cultures change over time
36. Understanding the code trajectory (1)
37. Dominant code
38. Emergent code
39. Understanding the code trajectory (2)
40. Culture turns all 'signs' into coded symbols
41. Encoding and decoding process
42. The most important kinds of codes
43. Emotional relationships
44. Two types of language
45. Two axes
46. Metaphor - decoding with the imagination
47. Metaphorical signs
48. Metonymy
49. Metaphorical categories
50. Metonymic categories
51. Interaction between types of language
52. Example of metaphor/metonymy in advertising
53. Narrative strategies
54. The fairy story structure
55. Old narrative
56. A modern narrative
57. The modern narrative advertising
58. Overview
59. Key principles
60. What does semtiotics look for
61. Making the most of semiotics in market research
62. Strategic development and brand relaunch
63. The big picture
64. NPD and the introduction of new brands
65. NPD and paradigm shifts
66. Reinvigorating great old brands
67. Retuning with culture
68. Creative development (1)
69. The stuff of creativity
70. Analysis of advertising
71. Teacher's training agency
72. End results
73. Creative development (2)
74. Market mapping
75. Overlapping cultural contexts
76. Cross-cultural research
77. Multi-cultural analysis
78. Comparitive markets (1)
79. Comparitive markets (2)
80. Cultural integration
81. Cross-cultural research - economics and speed
82. Concluding thoughts
83. Appendix: references

Topics Covered

• Explaining semiotics; the theory of meaning-production
• Decoding the unconscious communications of brands
• Tracking cultural paradigm shifts and spotting future cultural trends
• Rational and emotional languages
• Slotting semiotics into the market research process
• When, where and how to make the most of its unique contribution

Links

Series:

• Qualitative Market Research

Categories:

• Marketing & Sales

Talk Citation

Publication History

• Published on May 22, 2008