Title Using Semiotics in Marketing
Subtitle How to Achieve Consumer Insight for Brand Growth and Profits
Author Rachel Lawes
ISBN 9781789662078
List price GBP 29.99
Price outside India Available on Request
Original price
Binding Paperback
No of pages 280
Book size 152 x 228 mm
Publishing year 2020
Original publisher Kogan Page Limited
Published in India by .
Exclusive distributors Viva Books Private Limited
Sales territory India, Sri Lanka, Bangladesh, Pakistan, Nepal, .
Status New Arrival
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Semiotics is big business. It is most famous for its unique ability to decode visual images, and is the only market research method which provides a systematic, reliable and culturally sensitive method for interpreting what visual images mean. Semiotics sheds new light on consumers and the world they live in, stimulates creativity and innovation, guides brand strategy, and finds solutions to a plethora of marketing problems. Using Semiotics in Marketing will help marketers looking to launch new brands, reposition existing brands, or rejuvenate established brands. In what can seem a complex and abstract field, it is an invaluably clear, practical resource on how to seize the tremendous opportunity that semiotics offers.

Written by one of the original founders of commercial semiotics, Using Semiotics in Marketing outlines precisely what semiotics is and why it matters, before moving on to demonstrate how to run a successful commercial semiotics project. Packed with fascinating case studies proving how visual imagery is interpreted differently across cultural, racial and social demographics, it provides essential insights into understanding consumers. This results in better ads, websites, packaging and social media content - ultimately driving brand growth and profits.

Key features at a glance:

  • Gives truly fascinating insight into what semiotics is, why it matters, and how it enables marketers to tap into consumers like never before
  • Guides through the end-to-end process of running a commercial semiotics project, from commission and design right through to analysis of results
  • Shows how to convert those results into brand strategy to guide business development and increase profit margins
  • Packed with fascinating case studies from around the world showing semiotics in action
  • Written by one of the original founders of commercial semiotics



List of figures and tables

About the author

Foreword by Daniel Sherrard



Chapter 1. Semiotics will change your career in marketing or market research • Business dilemmas • A new focus on culture • What is semiotics? • How is semiotics applied in marketing? • How is semiotics used in market research? • Frequently asked questions

Chapter 2. An explosion of semiotics in business • Activity: Find your challenge • Marketing Challenge Hotlist • Case study: Rebranding Charmin • How to detect when semiotics may solve your problem • Activity: Write a brief for semiotic research • A sample brief • Another sample brief • The market for semiotics • Endnote

Chapter 3. How to do research using semiotics: A blueprint for marketers • Understand your client’s brief • Set your research questions • Brainstorm with your client • Sample data • Identify semiotic signs • Identify codes • Detect social structures • Apply findings to your client’s business objectives • Write your story • Activity: Write a proposal

Chapter 4. Images, language and other semiotic signs • Data and method • Still images • Activity: Decode an image • Language: Speech and writing • Activity: Decode language • TV ads and other time-based media • Physical data • From signs to codes: Moving towards top-down analysis • Activity: Find a code

Chapter 5. Society, culture and other big influences on consumers • Where do I begin? Recognizing and framing top-down questions • Sourcing information and data • Texts as an explanatory resource • Beginning analysis: Time and place • Ideological analysis • What to do at the end of analysis • Frequently asked questions • Activity: Top-down analysis

Chapter 6. Creativity and innovation: Semiotic tools for thinking • Truisms • Activity: Find your truisms • The semiotic square • Activity: Identify a brand opportunity using a semiotic square • Build a meme • Activity: Build a meme • Twig-to-branch • Activity: Twig-to-branch

Chapter 7. How to do semiotic field trips • Why do semiotic field trips? • Learning from semiotic field trips • When to use semiotic field trips • Who is involved in semiotic field trips? • Where should I go? What to do when on the ground • Some final notes about planning • Analysing field trip data and finding insights • Activity: Your own semiotic field trip

Chapter 8. Combining semiotics with ethnography and discourse analysis • How to distinguish ethnography, semiotics and discourse analysis and stop making curry • How to analyse conversation using ethnography, semiotics and discourse analysis • Activity: Multi-method research

Chapter 9. Data - insight - strategy • Common problems and how to avoid them • What is an insight? • Activity: Challenge the taken-for-granted • Activity: Grow it or shrink it • From insight to strategy • I need to... tell a story • I need to... adapt to change • I need to... get ahead of competitors • I need to... innovate • I need to... change the appearance of my brand • Activity: Make strategic recommendations

Chapter 10. Sharing the findings of semiotic research • Advice for all market research, especially semiotics • Activity: Prepare a report or debrief • Advice exclusively for semiotics • Activity: Quality-check your work before distribution

Chapter 11. Industry debates and the future of semiotics • Industry debates: Is semiotics a science? • Technology and social change • Activity: Technology and your next project in semiotics • Cross-cultural variations in semiotics • The semiotics of the future

Chapter 12. Inspiration: How to continue teaching yourself to do semiotics • 1 Product design and architecture • 2 Visual art and graphic design • 3 Entertainment media: Cinema, TV, gaming • 4 Fiction • 5 Journalism and other non-fiction • 6 The social sciences and humanities • 7 Travel and other physical experiences





About the Author:

Dr Rachel Lawes is recognised as one of the original founders of commercial semiotics. She has convened the MRS Advanced Qualitative Methods Masterclass for more than ten years, and has an extensive academic background including Principal Lecturer in Marketing at Regent’s University London. She has supplied brand strategy and consumer insight to major brands in 20 countries, including Unilever, P&G, Kraft, Tesco, The Discovery Channel and many more. She is the author of numerous conference papers and articles on semiotics and social psychology.


Target Audience:

This book is a must-read for everyone who is interested in marketing and communications. Whether you work for a brand-owning organization, an ad agency, a brand strategy consultancy or a market research agency, or whether you are a self-employed researcher or marketer with an interest in semiotics, this book will expand your skills and give you a radical new perspective on how to sell things to consumers using cultural insight.

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