Using innovation in advertising represents a strategic decision that brand owners and advertisers... more Using innovation in advertising represents a strategic decision that brand owners and advertisers make in order to grow and even survive on a competing market. In advertising, innovation manifests through creativity, a concept we will develop in this paper, in order to understand the semiotic implications of using creativity. As it is presented in this paper, scholars consider that creativity/innovation has a positive impact on ad effectiveness, encouraging ad processing and creating the context of a semiotic interpretation. From the semiotic point of view, creativity may though imply risks of interpretation due to some identified factors.
This paper analyzes transduction as an action of transposing information from one mode to another... more This paper analyzes transduction as an action of transposing information from one mode to another within the communication process and its implications in terms of meaning and coherence of a multimodal message. First, I discuss the multimodal method and its conjunction with some key concepts such as: sign, meaning, mode, transduction. Secondly, I approach transduction as an essential method of translating messages across the media variety, describing my interdisciplinary approach-that brings together semiotics and communications-and proposing a framework of explanation for transduction in the field of advertising. Drawing from a previous model (Culache 2015), I illustrate the way transduction takes place and identify its meaning-making issues while introducing the concept of 'dominant mode.'
The growing number of studies in web semiotics has generated many questions in the literature reg... more The growing number of studies in web semiotics has generated many questions in the literature regarding the way websites are created, the syntagmatic and paradigmatic relations on websites, interactivity's role in meaning-making and connections between user interface design and semiotic elements. Little has been said though on the types of signs that create a website interface and their role in creating a meaningful system that could guide a user's experience. Albeit there has been an attempt to discuss some sign aspects in the online environment, we believe the subject is far from being closed and that there is a stringent need of further theoretical and empirical investigation, in order to elucidate the status of signs in web interface design. Building on Charles Peirce's fundamental semiotic theory on signs and semiosis, the aim of this paper is to develop the concept of double digital signs on an online platform, more specifically on a website. Rather than being a new semiotic theory, our paper aims at sketching a more comprehensive view on the complexity of signs and meaning-making in the online environment, by interlacing fundamental semiotic theories with more recent contributions in web semiotics, in order to propose a model of double sign semiosis.
Drawing from recent analytical developments in semiotics, the aim of this theoretical paper is to... more Drawing from recent analytical developments in semiotics, the aim of this theoretical paper is to propose a new approach in branding, in the form of multimodality as a semiotic method that uses semiotic resource sets to build complex and layered brand meanings. First, we refer to the concept of brand as a sign that identifies one seller's good or service as distinct from those of other sellers. Also, we discuss the symbolic power of brands in an era of connotative speeches, in order to outline the importance of semiotic tools in the current marketing practices and market orientation. Next, we address the multimodal method as a semiotic analysis that can provide brand specialists with creative semiotic tools in order to build effective brands. Previous studies indicate that brands address social and emotional needs consumers have, and that brands ultimately become the expression of what people want to convey about themselves. In our study, we will discuss the process of creating the semiotic universe of a brand, i.e. the way a brand becomes a complex of meanings, by using and combining modes and supermodes. The main conclusion of this paper is that multimodality, by using creative semiotic tools, is a social semiotic method that can be used both by practitioners and scholars, to build meaningful brands.
Keywords: creative tools, multimodality, semiotics, brand language, meaning
Using innovation in advertising represents a strategic decision that brand owners and advertisers... more Using innovation in advertising represents a strategic decision that brand owners and advertisers make in order to grow and even survive on a competing market. In advertising, innovation manifests through creativity, a concept we will develop in this paper, in order to understand the semiotic implications of using creativity. As it is presented in this paper, scholars consider that creativity/innovation has a positive impact on ad effectiveness, encouraging ad processing and creating the context of a semiotic interpretation. From the semiotic point of view, creativity may though imply risks of interpretation due to some identified factors.
This paper analyzes transduction as an action of transposing information from one mode to another... more This paper analyzes transduction as an action of transposing information from one mode to another within the communication process and its implications in terms of meaning and coherence of a multimodal message. First, I discuss the multimodal method and its conjunction with some key concepts such as: sign, meaning, mode, transduction. Secondly, I approach transduction as an essential method of translating messages across the media variety, describing my interdisciplinary approach-that brings together semiotics and communications-and proposing a framework of explanation for transduction in the field of advertising. Drawing from a previous model (Culache 2015), I illustrate the way transduction takes place and identify its meaning-making issues while introducing the concept of 'dominant mode.'
The growing number of studies in web semiotics has generated many questions in the literature reg... more The growing number of studies in web semiotics has generated many questions in the literature regarding the way websites are created, the syntagmatic and paradigmatic relations on websites, interactivity's role in meaning-making and connections between user interface design and semiotic elements. Little has been said though on the types of signs that create a website interface and their role in creating a meaningful system that could guide a user's experience. Albeit there has been an attempt to discuss some sign aspects in the online environment, we believe the subject is far from being closed and that there is a stringent need of further theoretical and empirical investigation, in order to elucidate the status of signs in web interface design. Building on Charles Peirce's fundamental semiotic theory on signs and semiosis, the aim of this paper is to develop the concept of double digital signs on an online platform, more specifically on a website. Rather than being a new semiotic theory, our paper aims at sketching a more comprehensive view on the complexity of signs and meaning-making in the online environment, by interlacing fundamental semiotic theories with more recent contributions in web semiotics, in order to propose a model of double sign semiosis.
Drawing from recent analytical developments in semiotics, the aim of this theoretical paper is to... more Drawing from recent analytical developments in semiotics, the aim of this theoretical paper is to propose a new approach in branding, in the form of multimodality as a semiotic method that uses semiotic resource sets to build complex and layered brand meanings. First, we refer to the concept of brand as a sign that identifies one seller's good or service as distinct from those of other sellers. Also, we discuss the symbolic power of brands in an era of connotative speeches, in order to outline the importance of semiotic tools in the current marketing practices and market orientation. Next, we address the multimodal method as a semiotic analysis that can provide brand specialists with creative semiotic tools in order to build effective brands. Previous studies indicate that brands address social and emotional needs consumers have, and that brands ultimately become the expression of what people want to convey about themselves. In our study, we will discuss the process of creating the semiotic universe of a brand, i.e. the way a brand becomes a complex of meanings, by using and combining modes and supermodes. The main conclusion of this paper is that multimodality, by using creative semiotic tools, is a social semiotic method that can be used both by practitioners and scholars, to build meaningful brands.
Keywords: creative tools, multimodality, semiotics, brand language, meaning
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Papers by Oana Culache
Keywords: creative tools, multimodality, semiotics, brand language, meaning
Keywords: creative tools, multimodality, semiotics, brand language, meaning