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 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 conceptual 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. (shrink)

This paper examines within the theoretical framework of intertextuality the mobilization of glocalization as an international marketing strategy in Nike’s and Adidas’s 2008 advertising campaigns in China. Intertextuality is seen as a form of mediation through which the glocalization strategy conducted within the domain of global marking is taken up in the domain of advertising communication. The paper also assumes the interrelations of intertextual performance to value orientations and group affiliations. By analyzing intertextuality in relation to affinity groups, it aims (...) to resolve to some extent the conundrum of Nike’s more successful than Adidas in the sportswear market of China in a social-semiotic perspective. Two print ads constituting a representative example of the corpus were selected for a qualitative analysis. The comparative analysis of intertextuality reveals the contrasting methods of glocalization applied by Nike and Adidas in their 2008 advertising campaigns, thus offering an explanation for Nike’s triumph in competition with Adidas in China. (shrink)

Considering the large number of adverts inundating the average consumer every day, the marketing industry is seeking methods to reach clients in a more subtle manner than traditional marketing messages. One such tool is product placement. The article addresses issues of effectiveness of product placement in comparison to a traditional commercial. The objective of the study was to check how participants would recall the content of persuasive messages in conditions of artificially-inducted cognitive load (in conditions of traditional advertisement and product (...) placement). Two studies were conducted – a pilot study intended to assess the usefulness of the selected stimuli, and the main experiment. The experiment devoted to this question was planned using an ANOVA scheme 2 (Type of advert: traditional vs. product placement) x 2 (neutral conditions vs. cognitive load). It turned out that the commercial was better retained in neutral conditions than in conditions of cognitive load. The traditional commercial was remembered better than product placement. From the perspective of the study’s ecological validity, of importance is also comparison of retention of brands viewed in a traditional commercial in conditions of cognitive load with retention of brands in conditions of product placement without load. These comparisons indicate the superiority of product placement – brands presented in this manner were more frequently recalled by viewers. (shrink)

This essay presents the use-first-and-investigate-later (UFAIL) approach to technological use through two case studies: the atomic bomb in World War II and chemical defoliants during the Vietnam War. The methodology of UFAIL is as follows: despite limited understanding of an array of potential effects (medical, environmental, etc.), technology users employ a commitment to ex post facto investigations of these effects. In generalizing these cases, the essay argues (a) that failure to check rapid technological uptake will result in continued disaster and (...) (b) the abatement of the negative consequences of UFAIL is a more tempered approach to the infiltration of technologies into society by rigorous and preemptive investigation into the potential effects of a technology. (shrink)

There is a contemporary scepticism towards vision-based metaphors in management and organization studies that reflects a more general pattern across the social sciences. In short, there has been a shift away from ocularcentrism. This shift provides a useful basis for metatheoretical analysis of the philosophical discourse that informs organizational analysis. The article begins by briefly discussing the vision-generated, vision-centred interpretation of knowledge, truth, and reality that has characterized the western philosophical tradition. Taking late 18th-century rationalism as the high-point of ocularcentrism, (...) the article then presents a metatheoretical framework based on three trajectories that critiques of ocularcentrism have subsequently taken. The first exposes the limits of the metaphor by, paradoxically, taking it to its limits. The second trajectory seeks to displace the primordial position of the ocular metaphor and replace it with an alternative lexicon based on other human senses. Last, the third trajectory describes how the Enlightenment ocular characterization of the visual and mental worlds has effectively been inverted in the postmodern moment. (shrink)

In this dissertation I address the question, how does power operate in day-today consuming in a consumer society? My theoretical framework has two bases. One base is Foucault's theories of power, including but not limited to his work on normalization, surveillance, examination, confession, and identity. The other base is narrative theory, including the relevance of narratives to personal and social identities, the role of narratives in creating social order, the impact of narratives on such things as the organization of space (...) and time, and the effect of narratives in creating coherence and directionality across operants of power. I suggest that many of the mechanisms of power identified by Foucault have unmistakable narrative features, and that by combining narrative and Foucauldian perspectives a more comprehensive understanding of the operation of power in day-to-day life is attainable. I apply my theoretical framework to data collected using autoethnographic methods. Specifically, I spent one year keeping a detailed journal of my and my family's experiences relating in the broadest sense to consuming. During this period we lived in a middle-sized Canadian city. To heighten my awareness of the taken-for-granted aspects of power and consuming we alternated lifestyles each month, living months 1,3,5,7,9, and 11 as conventional Canadian consumers, and months 2,4,6,8,10, and 12 as committed environmentally-mindful consumers. In addition, I conducted - interviews of small samples of conventional and environmentally-committed consumers; I undertook a content analysis of print advertising delivered to our house; and I conducted background research on various issues relating to consumerism. My research indicates that Foucauldian operants of power are used extensively to support consuming, and that; in addition, many narrative structures are also employed as operants of power, including charms and stories. These operants of power are aligned with one another to form coherent patterns through the effects of metanarratives. I argue that, despite claims by Lyotard (1984) and others, modern consumer societies are highly narrative, and have defining metanarratives. In addition, environmentally-based opposition to the dominant metanarrative of consuming has a metanarrative of its own, but is distinctly lacking in operants of power. (shrink)