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Author : George Rossolatos
Publisher :
ISBN 13 : 9783862197071
Total Pages : 0 pages
Book Rating : 4.77/5 ( download)
Download or read book Brand Equity Planning with Structuralist Rhetorical Semiotics written by George Rossolatos and published by . This book was released on 2014 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author :
Publisher : George Rossolatos
ISBN 13 : 1105772411
Total Pages : 126 pages
Book Rating : 4.12/5 ( download)
Download or read book Towards a semiotics of brand equity: Brand coherence and communicative consistency through structuralist operations and rhetorical transformations written by and published by George Rossolatos. This book was released on with total page 126 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : George Rossolatos
Publisher : Createspace Independent Publishing Platform
ISBN 13 : 9781481843157
Total Pages : 0 pages
Book Rating : 4.5X/5 ( download)
Download or read book Brand Equity Planning with Structuralist Rhetorical Semiotics Vol. I written by George Rossolatos and published by Createspace Independent Publishing Platform. This book was released on 2012-12-27 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book seeks to outline a structuralist rhetorical semiotic approach to brand equity planning, with view to addressing a crucial gap in the existing consumer research and semiotic literature (and marketing/advertising practice alike), concerning how advertising textual expressive elements may be selected, how they may be transformed into brand elements and how brand elements may be transformed into brand associations as sources of sustainable brand equity. The focus lies in demonstrating the usefulness of structuralist rhetorical semiotics in the construction and ongoing management of brand associations as outcomes of sustainable brand equity. The culminating point of the research at hand consists in a rhetorical semiotic brand equity conceptual model, which will be complemented by a second volume, comprising a step-wise methodology for operationalizing the conceptual framework that is put forward in this book.
Author : Rossolatos, George
Publisher : kassel university press GmbH
ISBN 13 : 3862197069
Total Pages : 897 pages
Book Rating : 4.64/5 ( download)
Download or read book Brand Equity Planning with Structuralist Rhetorical Semiotics written by Rossolatos, George and published by kassel university press GmbH. This book was released on 2014-01-01 with total page 897 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Author : George Rossolatos
Publisher :
ISBN 13 : 9783737600439
Total Pages : 459 pages
Book Rating : 4.30/5 ( download)
Download or read book Handbook of Brand Semiotics written by George Rossolatos and published by . This book was released on 2015 with total page 459 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : George Rossolatos
Publisher : Vernon Press
ISBN 13 : 1648896162
Total Pages : 258 pages
Book Rating : 4.63/5 ( download)
Download or read book Advances in Brand Semiotics & Discourse Analysis written by George Rossolatos and published by Vernon Press. This book was released on 2023-03-07 with total page 258 pages. Available in PDF, EPUB and Kindle. Book excerpt: This volume addresses some of the most important conceptual, methodological, and empirical challenges and opportunities with which the sister disciplines of semiotics and discourse analysis are mutually confronted in the context of considering new avenues of cross-disciplinary application to distinctive branding research streams. In continuation of the collective volume 'Handbook of Brand Semiotics' (Kassel University Press, 2015), which sought to consolidate relevant scholarship and to identify the main territories that have been established at the cross-roads between branding and semiotic research, the current 'Advances in Brand Semiotics & Discourse Analysis' aims at accomplishing further strides in critical areas, such as the exigency for reconsidering the aptness of existing semiotic theories in the face of the radically shifting co-creative landscape of digital branding, the benefits of systematically micro-analyzing brand communities’ discourses by drawing on CAQDAS programs, the combination of big data analytics with discourse theory in corpus analysis, and the epistemological issues that emerge while combining discourse analysis with time-hallowed marketing qualitative and quantitative research methods. At the same time, the volume hosts a resourceful blend of empirical studies and novel conceptual frameworks in burgeoning streams, such as place, heritage, culinary, personal, and political branding.
Author : George Rossolatos
Publisher : George Rossolatos
ISBN 13 : 1492259691
Total Pages : 189 pages
Book Rating : 4.95/5 ( download)
Download or read book //Rhetor. Dixit// Understanding Ad Texts' Rhetorical Structure for Differential Figurative Advantage written by George Rossolatos and published by George Rossolatos. This book was released on 2013-08-26 with total page 189 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book was put together over the course of the past three years and is the outcome of the author's publications in the multimodal advertising rhetoric research field and projects that were undertaken with the employment of the //rhetor.dixit//(c) model. It features four chapters that span different, yet interlocking aspects of ad texts' multimodal rhetorical configuration and culminates in a practical guide for the analysis of the verbo-visual rhetorical structure of TV ad texts, based on the unique methodology of the //rhetor.dixit//(c) model on offer by //disruptiVesemiOtics//. //rhetor.dixit//: Understanding ad texts' rhetorical structure for differential figurative advantage neither seeks to cover exhaustively issues in any of the traditional fields of concern to the discipline of rhetoric (an impossible endeavor, indeed, within the contours of a single book), nor to address all issues on top of the current agenda in multimodal advertising rhetoric. Its mission is to present key facets of current research in multimodal advertising discourse, largely dispersed and spread out in multiple disciplines, including semiotics, in such a manner as to enable the reader to get to grips with the benefits that stem from employing a content analytic approach for the ongoing management of the modes of rhetorical configuration of advertising texts. The combination of an interpretivist approach with the methodical outlook yielded by content analysis affords to transform multimodal rhetorical analysis of advertising texts from a theoretical enterprise geared towards making sense of how meaning emerges through the figurative language of advertising to a systematic method for managing advertising textuality, in such a manner as to enable practitioners in marketing related disciplines (e.g., account planning, marketing research, brand management) to actively manage how brand meaning is generated through distinctive modes of rhetorical configuration. The managerial orientation of the //rhetor.dixit//(c) model is intended to enhance understanding as to how a brand's intellectual capital is configured and, moreover, to point to directions whereby what I call a brand's figurative first mover advantage and differential figurative advantages may be furnished to a brand's discourse. The systematic understanding of a brand's distinctive modes of rhetorical configuration is not just a 'nice-to-have' add-on in a metrics dashboard, but a prerequisite for managing brands as constellations of figurative elements and modes of connectivity among figurative elements, which are part and parcel of a brand's textual essence.
Author : George Rossolatos
Publisher : Cambridge Scholars Publishing
ISBN 13 : 1527517896
Total Pages : 359 pages
Book Rating : 4.99/5 ( download)
Download or read book Interdiscursive Readings in Cultural Consumer Research written by George Rossolatos and published by Cambridge Scholars Publishing. This book was released on 2018-10-01 with total page 359 pages. Available in PDF, EPUB and Kindle. Book excerpt: The cultural consumption research landscape of the 21st century is marked by an increasing cross-disciplinary fermentation. At the same time, cultural theory and analysis have been marked by successive ‘inter-’ turns, most notably with regard to the Big Four: multimodality (or intermodality), interdiscursivity, transmediality (or intermediality), and intertextuality. This book offers an outline of interdiscursivity as an integrative platform for accommodating these notions. To this end, a call for a return to Foucault is issued via a critical engagement with the so-called practice-turn. This re-turn does not seek to reconstitute venerably Foucauldianism, but to theorize ‘inters-’ as vanishing points that challenge the integrity of discrete cultural orders in non-convergent manners. The propounded interdiscursivity approach is offered as a reading strategy that permeates the contemporary cultural consumption phenomena that are scrutinized in this book, against a pan-consumptivist framework. By drawing on qualitative and mixed methods research designs, facilitated by CAQDAS software, the empirical studies that are hosted here span a vivid array of topics that are directly relevant to both traditional and new media researchers, such as the consumption of ideologies in Web 2.0 social movements, the ability of micro-celebrities to act as cultural game-changers, the post-loyalty abjective consumption ethos. The theoretically novel approaches on offer are coupled with methodological innovations in areas such as user-generated content, artists’ branding, and experiential consumption.
Author : Rossolatos, George
Publisher : kassel university press GmbH
ISBN 13 : 3862195562
Total Pages : 7 pages
Book Rating : 4.65/5 ( download)
Download or read book Semiotics of Popular Culture written by Rossolatos, George and published by kassel university press GmbH. This book was released on 2015 with total page 7 pages. Available in PDF, EPUB and Kindle. Book excerpt: Cultural studies constitutes one of the most multi-perspectival research fields. Amidst a polyvocal theoretical landscape that spans different disciplines semiotics is of foundational value. In an attempt to effectively address the conceptual richness of the semiotic discipline, a wide roster of perspectives is evoked in this book against the background of a diverse set of cultural phenomena, including structuralist and post-structuralist semiotics, semiotically informed psychoanalysis, cultural semiotics, film semiotics, sociosemiotics, but also, to a lesser extent, music semiotics and more niche, but certainly promising perspectives, such as postmodern semiotics, ethnosemiotics, phenomenological semiotics and rhetorical semiotics. The recruitment of semiotic frameworks and concepts is enacted against the background of advances in cultural studies (thus reinstating the dialogue with a discipline that took form by drawing on semiotics in the first place) and the various research streams that have become consolidated within the wider cultural studies territory, such as memory studies, celebrity studies, death studies, cultural geography, visual studies. At the same time, the offered readings engage dialogically with Consumer Culture Theory.
Author : Ruth Gannon-Cook
Publisher : BRILL
ISBN 13 : 9004399798
Total Pages : 326 pages
Book Rating : 4.92/5 ( download)
Download or read book Engaging Learners with Semiotics written by Ruth Gannon-Cook and published by BRILL. This book was released on 2020-11-09 with total page 326 pages. Available in PDF, EPUB and Kindle. Book excerpt: This educators’ introduction to semiotics describes a communications phenomenon that has permeated and influenced learner attitudes, behaviors and cognition in any learning environment but especially formal mediated learning environments. Relevant semiotic theory is meaningfully integrated into each chapter.
