Brand equity planning with structuralist rhetorical semiotics:
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Abschlussarbeit Buch |
| Sprache: | English |
| Veröffentlicht: |
Kassel
Kassel Univ. Press
2014
|
| Schlagworte: | |
| Online-Zugang: | Inhaltstext Inhaltstext Inhaltsverzeichnis |
| Beschreibung: | VIII, 887 S. Ill., graph. Darst. |
| ISBN: | 9783862197064 |
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TABLE OF CONTENTS
CHAPTER 0 PREFACE 1
0.1 SCOPE AND AIMS OF THE RESEARCH 1
0.2 PRELIMINARY DEFINITIONS OF THE KEY TERMS INVOLVED IN THIS 4
PROJECT
0.3 CHAPTERS STRUCTURE 13
CHAPTER 1 FOR A STRUCTURALIST RHETORICAL SEMIOTIC CONCEPTUAL MODEL 17
OF BRAND EQUITY AND THE AD FILMIC TEXT AS ITS KEY SOURCE
1.1 MARKETING APPROACHES TO BRANDING AND BRAND EQUITY 17
1.1.1 MARKETING APPROACHES TO BRANDING 17
1.1.2 MARKETING APPROACHES TO BRAND EQUITY 41
1.2 SEMIOTICS AND BRANDING 51
1.2.1 SEMIOTICS AS PART OL INTERPRETATIVE CONSUMER RESEARCH: 51
BEYOND REPRESENTATION
1.2.2 STRUCTURALIST SEMIOTIC APPROACHES TO BRANDING 54
1.2.3 THE INHERENTLY FIGURATIVE STATUS OF BRAND LANGUAGE: PARALLELS 76
WITH FREUD'S DREAMWORK
1.2.4 THE ELEMENTS AND MODES OF COHESION OF THE ADVERTISING TEXT 89
AS BRAND DISCOURSE
1.2.5 THE NOTION OF MULTIMODALITY AND ITS RELEVANCE TO BRANDING: 105
PRELIMINARY REMARKS
1.2.6 TENTATIVELY ACCOUNTING FOR BRAND EQUITY FROM A STRUCTURALIST 109
SEMIOTIC PERSPECTIVE: GAPS IN MARKETING APPROACHES AND
THE CONTRIBUTION OF STRUCTURALIST SEMIOTICS
1.3 RHETORIC IN ADVERTISING RESEARCH 110
1.4 CONMUNICATION AS THE LOCUS OF MANIFESTATION OF BRAND 124
MEANING
1.4.1 INTRODUCTION 124
1.4.2 JAKOBSON'S COMMUNICATION THEORY 125
1.4.3 THE PROCESS OF ENCODING 129
1.4.4 PEIRCE'S THEORY OF COMMUNICATION 129
1.4.5 JENSEN'S SOCIOSEMIOTIC/PEIRCEAN THEORY OF COMMUNICATION 131
1.4.6 ECO'S CODE THEORY 133
1.4.7 GREIMAS'S THEORY OF PARTICIPATORY COMMUNICATION 138
1.4.8 RHETORIC AND COMMUNICATION 147
1.5 GREIMAS'S STRUCTURALIST SEMIOTIC THEORY AND POST-GREIMASIAN 150
IV
HTTP://D-NB.INFO/1048488306
ADVANCES AS THE CONCEPTUAL PLATFORM FOR A SEMIOTIC ACCOUNT
OF BRAND EQUITY
1.5.1 FROM THE GENERATIVE TRAJECTORY OF SIGNIFICATION TO THE BRAND 151
TRAJECTORY OF SIGNIFICATION
1.5.2 THE SEMANTIC AXIS AND THE SEMIOTIC SQUARE AS A BRAND'S 154
DEPTH GRAMMAR
1.5.3 WHAT IS THE RELEVANCE OF THE ELEMENTARY STRUCTURE IN THE 160
BRAND GENERATIVE TRAJECTORY?
1.5.4 THE SEMIOTIC SQUARE 161
1.5.5 CRITICISM OF THE BINARIST RATIONALE OF THE SEMIOTIC SQUARE AS 171
THE ELEMENTARY STRUCTURE OF SIGNIFICATION
1.5.6 RASTIER'S CONNECTIONIST APPROACH TO TEXTUALITY 173
1.5.7 THE SEMIO-NARRATIVE STRUCTURE AS MASTER BRAND NARRATIVE 175
1.5.8 THE DISCURSIVE STRUCTURE AS THE MANIFEST LEVEL OF BRAND 186
MEANING
1.5.9 THE KEY STRUCTURALIST OPERATIONS RESPONSIBLE FOR BRAND 188
MEANING ACROSS THE TRAJECTORY
1.5.10 ISOTOPIES: THE 'SEMIOTIC GLUE' THAT ADJOINS INVARIANT BRAND 192
EQUITY ELEMENTS WITH VARIABLE SURFACE DISCOURSE
1.5.11 GREIMAS'S DIVERGENCE FROM THE MODEL OF THE GENERATIVE 195
TRAJECTORY: THE ARGUMENT FOR THE AUTONOMOUS ORGANIZATION
OF SURFACE DISCOURSE
1.5.12 CONCLUSION 198
1.6 OPERATIONS OF RHETORICAL TRANSFORMATION: THE MISSING LINKS IN 199
THE BRAND GENERATIVE TRAJECTORY OF SIGNIFICATION
1.6.1 RHETORIC AS TRANSFORMATIVE SYNTAX OF MULTIMODAL BRAND 199
COMMUNICATION
1.6.2 GROUPE P'S GENERAL AND LOCAL DEGREE ZERO 202
1.6.3 MULTIMODAL FIGURATIVE DISCOURSE AND RHETORICAL SEMIOTICS 205
1.6.4 CONCLUSION 213
1.7 LINGUISTIC VALUE AS THE STRUCTURALIST SEMIOTIC COUNTERPART OF 214
BRAND EQUITY
1.7.1 INTERPRETIVIST MARKETING APPROACHES TO VALUE: HOLBROOK'S 214
AXIOLOGY
1.7.2 GREIMAS'S DUAL DEFINITION OF VALUE 216
1.7.3 BRINGING IT ALL TOGETHER: THE STRUCTURALIST RHETORICAL SEMIOTIC
229
V
CONCEPTUAL MODEL OF BRAND EQUITY
1.7.4 CONCLUSION 232
CHAPTER 2 METHODOLOGY 233
2.1 INTRODUCTION 233
2.2 SEMIOTIC RESEARCH METHODS IN BRANDING AND ADVERTISING 236
2.3 STRUCTURALIST RHETORICAL SEMIOTIC BRAND EQUITY PLANNING 246
METHODOLOGY
2.3.1 STEP 1: DETERMINATION OF A BRAND'S ELEMENTARY STRUCTURE OF 248
SIGNIFICATION
2.3.2 STEP 2: CONSTRUCTION OF A BRAND'S MASTER BRAND NARRATIVE 252
2.3.3 STEP 3: SEGMENTATION OF MANIFEST DISCOURSE INTO NARRATIVE 253
UTTERANCES
2.3.4 STEP 4: DEMARCATION OF AN AD TEXT'S SURFACE DISCOURSE WITH 260
THE DETERMINATION OF VERBO-VISUAL SEMANTIC MARKERS AS PRO-
FILMIC ELEMENTS
2.3.5 STEP 5: DEMARCATION OF AN AD TEXT'S SURFACE DISCOURSE WITH 264
THE DETERMINATION OF RHETORICAL OPERATIONS AND FIGURES AS
MODES OF CONNECTIVITY AMONG VERBO-VISUAL PRO-FILMIC
ELEMENTS
2.3.6 STEP 6: DEMARCATION OF AN AD TEXT'S SURFACE DISCOURSE WITH 286
THE DETERMINATION OF PRODUCTION TECHNIQUES AS MODES OF
CONNECTIVITY AMONG VERBO-VISUAL SEMANTIC MARKERS
2.3.7 STEP 7: PREPARATION OF HOMOLOGICAL CHAINS AMONG SURFACE 297
DISCOURSE EXPRESSIVE ELEMENTS (PARALLEL STRUCTURES)
2.3.8 STEP 8: GENERATION OF STYLISTIC AND THEMATIC ISOTOPIES 302
2.3.9 STEP 9: THE SEMIOTIC BRAND EQUITY MAPPING APPROACH 318
2.4 CONTENT ANALYSIS IN THE CONTEXT OF A QUALITATIVE RESEARCH 319
DESIGN
2.4.1
THE MAIN STEPS INVOLVED IN A CONTENT ANALYTIC PROJECT
320
2.4.2
THE SAMPLING FRAMEWORK
323
2.4.3
A CASE-STUDY BASED APPROACH
323
2.4.4
DETERMINATION OF UNITS OF ANALYSIS
325
2.4.5
THE MAIN TOOLS OF A CONTENT ANALYTIC PROJECT: CODEBOOK AND
CODING GUIDELINES
327
VI
2.4.6 STATISTICAL ANALYSIS TECHNIQUES IN CONTENT ANALYSIS 348
2.4.7 CONTENT ANALYSIS WITH ATLAS.TI 355
2.5 VALIDITY AND RELIABILITY IN A QUALITATIVE RESEARCH DESIGN 360
2.5.1 VALIDITY ISSUES 361
2.5.2 RELIABILITY ISSUES 369
2.6 CONCLUSION: BRAND EQUITY PLANNING WITH STRUCTURALIST 374
RHETORICAL SEMIOTICS AND CONTENT ANALYSIS
CHAPTER 3 CASE-STUDY: BRAND EQUITY PLANNING IN THE UK CEREALS 375
CATEGORY
3.1 INTRODUCTION 375
3.2 UK CEREALS MARKET OVERVIEW 378
3.3 CONSUMER DYNAMICS IN THE UK CEREALS MARKET 379
3.4 KEY BRAND PLAYERS IN THE UK COLD CEREALS SEGMENT 381
3.5 THE AD FILMS THAT MAKE UP THE CORPUS OL THE STUDY (NAME, 385
YEAR, DURATION)
3.6 THE SEMIC UNIVERSE OF THE BRANDS THAT MAKE UP THE CORPUS 386
OF THE STUDY
3.7 EXEMPLIFICATION OF THE SEMIOTIC BRAND EQUITY PLANNING 391
METHODOLOGY
3.8 BRAND EQUITY CALCULI: BRAND ASSOCIATIVE STRENGTH INDEX, 521
BRAND UNIQUENESS INDEX, LINGUISTIC VALUE
3.9 CONCLUSIONS AND AREAS FOR FURTHER RESEARCH 562
APPENDICES 565
APPENDIX A THE AD FILMS MAKING UP THE STUDY'S CORPUS 565
APPENDIX B SEGMENTATION AND TRANSCRIPTION OF VERBAL AND VISUAL 570
EXPRESSIVE UNITS OF THE AD FILMS MAKING UP THE CORPUS OF THE
STUDY (ACCOMPANIED BY INDICATIVE SCREEN-SHOTS FOR EACH
SEGMENT)
APPENDIX C LIST OF FILMIC SEGMENTS- ATLAS.TI QUOTATIONS PRIOR TO CODING
755
(PRODUCED WITH ATLAS.TI 7; 321 FILMIC SEGMENTS IN TOTAL)
APPENDIX D CODEBOOK WITH RHETORICAL FIGURES (ATLAS.TI OUTPUT) 778
APPENDIX E CODES (RHETORICAL FIGURES, NUCLEAR SEMES, CLASSEMES) BY 780
FILMIC SEGMENT
VII
APPENDIX F EMERGENT CODES (NUCLEAR SEMES AND CLASSEMES) (ATLAS.TI 832
OUTPUT)
BIBLIOGRAPHY 834
VIII |
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| spelling | Rossolatos, George Verfasser (DE-588)1074380215 aut Brand equity planning with structuralist rhetorical semiotics George Rossolatos Kassel Kassel Univ. Press 2014 VIII, 887 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Zugl.: Kassel, Univ., Diss., 2014 Semiotik (DE-588)4054498-9 gnd rswk-swf Markenwert (DE-588)4346474-9 gnd rswk-swf Markenpolitik (DE-588)4144679-3 gnd rswk-swf Linguistik (DE-588)4074250-7 gnd rswk-swf (DE-588)4113937-9 Hochschulschrift gnd-content Markenpolitik (DE-588)4144679-3 s Markenwert (DE-588)4346474-9 s Linguistik (DE-588)4074250-7 s Semiotik (DE-588)4054498-9 s DE-604 X:MVB text/html http://www.uni-kassel.de/hrz/db4/extern/dbupress/publik/abstract.php?978-3-86219-706-4 Inhaltstext X:MVB text/html http://deposit.dnb.de/cgi-bin/dokserv?id=4612878&prov=M&dok_var=1&dok_ext=htm Inhaltstext DNB Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=027257531&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Rossolatos, George Brand equity planning with structuralist rhetorical semiotics Semiotik (DE-588)4054498-9 gnd Markenwert (DE-588)4346474-9 gnd Markenpolitik (DE-588)4144679-3 gnd Linguistik (DE-588)4074250-7 gnd |
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| title | Brand equity planning with structuralist rhetorical semiotics |
| title_auth | Brand equity planning with structuralist rhetorical semiotics |
| title_exact_search | Brand equity planning with structuralist rhetorical semiotics |
| title_full | Brand equity planning with structuralist rhetorical semiotics George Rossolatos |
| title_fullStr | Brand equity planning with structuralist rhetorical semiotics George Rossolatos |
| title_full_unstemmed | Brand equity planning with structuralist rhetorical semiotics George Rossolatos |
| title_short | Brand equity planning with structuralist rhetorical semiotics |
| title_sort | brand equity planning with structuralist rhetorical semiotics |
| topic | Semiotik (DE-588)4054498-9 gnd Markenwert (DE-588)4346474-9 gnd Markenpolitik (DE-588)4144679-3 gnd Linguistik (DE-588)4074250-7 gnd |
| topic_facet | Semiotik Markenwert Markenpolitik Linguistik Hochschulschrift |
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