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Printable Handouts
Navigable Slide Index
- Introduction
- The third 'grand pillar'
- Concept of semiotics
- The two sections of this talk
- Semiotic theory
- A powerful analytic tool
- The 'centred' consumer
- The 'programmed' consumer
- Collective programming
- Inside out, outside in
- The other half of the equation
- All consumption is cultural
- The brand/consumer semiotic model
- Brand/consumer relationships
- Financial services
- Smarties
- The technology of culture
- The encoding/decoding model
- Cultural software (1)
- Cultural software (2)
- Cultural software (3)
- Decoding exercise
- Text and context
- Context and discourse
- Context rule
- Gold symbolism
- Gold discourse (1)
- The phrase ''your fault!!!!''
- Culture mesh
- Culture clash
- Gold discourse (2)
- New luxury codes
- Changing images of Her Majesty
- The 'Queen'
- Cultures change over time
- Understanding the code trajectory (1)
- Dominant code
- Emergent code
- Understanding the code trajectory (2)
- Culture turns all 'signs' into coded symbols
- Encoding and decoding process
- The most important kinds of codes
- Emotional relationships
- Two types of language
- Two axes
- Metaphor - decoding with the imagination
- Metaphorical signs
- Metonymy
- Metaphorical categories
- Metonymic categories
- Interaction between types of language
- Example of metaphor/metonymy in advertising
- Narrative strategies
- The fairy story structure
- Old narrative
- A modern narrative
- The modern narrative advertising
- Overview
- Key principles
- What does semtiotics look for
- Making the most of semiotics in market research
- Strategic development and brand relaunch
- The big picture
- NPD and the introduction of new brands
- NPD and paradigm shifts
- Reinvigorating great old brands
- Retuning with culture
- Creative development (1)
- The stuff of creativity
- Analysis of advertising
- Teacher's training agency
- End results
- Creative development (2)
- Market mapping
- Overlapping cultural contexts
- Cross-cultural research
- Multi-cultural analysis
- Comparitive markets (1)
- Comparitive markets (2)
- Cultural integration
- Cross-cultural research - economics and speed
- Concluding thoughts
- 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
Talk Citation
Valentine, V. (2008, May 22). Semiotics and market research (the other half of the equation) [Video file]. In The Business & Management Collection, Henry Stewart Talks. Retrieved September 1, 2024, from https://doi.org/10.69645/YMEC5745.Export Citation (RIS)