Exploring the rhetorical semiotic brand image structure of ad films with multivariate mapping techniques
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George Rossolatos
George Rossolatos (b. 1975) is an academic researcher and marketing practitioner 〈georgerossolatos123@gmail.com〉. His research interests include rhetoric, phenomenology, deconstruction, psychoanalysis, and cultural studies. His publications include “//rhetor.dixit//: Understanding ad texts’ rhetorical structure for differential figurative advantage” (2013); and “Brand equity planning with structuralist rhetorical semiotics” (2012, 2014).
Abstract
The aim of this paper is to demonstrate the applicability of multivariate mapping techniques to the exploration of the rhetorical semiotic brand image structure of ad films. By drawing on correspondence analysis and multidimensional scaling, two techniques that are amply used in corpus linguistics and in marketing research, but also on the data reduction technique of factor analysis, it will be displayed how a set of nuclear semes and classemes or an intended semic structure that underlies ad filmic discursive structures may be projected alongside rhetorical figures by its internal stakeholders (i.e., a brand management team, an account planning team or a marketing research team) with view to attaining differential brand associations. The illustration of the exploratory analytical methods takes place by recourse to a corpus of 62 ad filmic texts from 13 subbrands of the 3 major brands in the UK cereals market and 321 ad filmic segments that resulted from the segmentation procedure. This paper seeks to contribute to advancements in the brand image and advertising rhetoric research streams by addressing distinctive modes of advertising rhetorical configuration at the level of the ad filmic text (as against print ads where the bulk of research on advertising rhetoric has concentrated), and moreover on a segmentbysegment level, rather than treating the ad film as a standalone unit of analysis, by adopting a multimodal outlook to advertising configurations that takes into account not only the verbal or the visual mode, but also interactions among modes, by adopting a product categoryspecific approach to advertising/brand textuality that draws on rhetorical semiotics and by employing exploratory statistical methods against the background of content analytic output.
About the author
George Rossolatos (b. 1975) is an academic researcher and marketing practitioner 〈georgerossolatos123@gmail.com〉. His research interests include rhetoric, phenomenology, deconstruction, psychoanalysis, and cultural studies. His publications include “//rhetor.dixit//: Understanding ad texts’ rhetorical structure for differential figurative advantage” (2013); and “Brand equity planning with structuralist rhetorical semiotics” (2012, 2014).
©2014 by Walter de Gruyter Berlin/Boston
Artikel in diesem Heft
- Frontmatter
- A semiotic model of visual perception
- Art, science, and value as found in Peirce's ten trichotomies
- Reforming visual semiotics: The dynamic approach
- An early semiotic
- “Language as calculus” in Beckett's writing: A new perspective on Beckett's conception of language
- Media representations of science, andimplications for neuroscience and semiotics
- Ubiquitous but arbitrary iconicity
- Nation and globalization as social interaction: Interdiscursivity of discourse and semiosis in the 2008 Beijing Olympics' opening ceremony
- Documentary evidence as hegemonic reconstruction
- Semiotic resources of music notation: Towards a multimodal analysis of musical notation in student texts
- The semiotics of undesirable bodies: Transnationalism, race culture, abjection
- A socio-semiotic framework for the analysis of exhibits in a science museum
- Indefinite identity: The masked terrorist as iconic legisign
- The segmentation of phenomenological space in Licheń as an example of double binds
- Wine labels in Austrian food retail stores: A semiotic analysis of multimodal red wine labels
- Exploring the rhetorical semiotic brand image structure of ad films with multivariate mapping techniques
Artikel in diesem Heft
- Frontmatter
- A semiotic model of visual perception
- Art, science, and value as found in Peirce's ten trichotomies
- Reforming visual semiotics: The dynamic approach
- An early semiotic
- “Language as calculus” in Beckett's writing: A new perspective on Beckett's conception of language
- Media representations of science, andimplications for neuroscience and semiotics
- Ubiquitous but arbitrary iconicity
- Nation and globalization as social interaction: Interdiscursivity of discourse and semiosis in the 2008 Beijing Olympics' opening ceremony
- Documentary evidence as hegemonic reconstruction
- Semiotic resources of music notation: Towards a multimodal analysis of musical notation in student texts
- The semiotics of undesirable bodies: Transnationalism, race culture, abjection
- A socio-semiotic framework for the analysis of exhibits in a science museum
- Indefinite identity: The masked terrorist as iconic legisign
- The segmentation of phenomenological space in Licheń as an example of double binds
- Wine labels in Austrian food retail stores: A semiotic analysis of multimodal red wine labels
- Exploring the rhetorical semiotic brand image structure of ad films with multivariate mapping techniques
