Marketing Communication Essay Example | Topics and Well Written Essays - 2250 words

Marketing Communication - Essay ExampleIn the third section, semiotical analysis is done on the advertisement of United Colours of Benetton and has been interpreted depicting the underlying importation of the advertisements. Semiotic Analysis Semiotics deals with symbols which occur in the form of pictures and text along with underlying means. Since advertisements some(prenominal) print and television tends to make an extensive use of signs and symbols in order to generate awareness close to the product and the tick off along with cultural meaning (Murphy, 2007). Semiotics has been applied in various field such as film, medicine, theatre, zoology, architecture and other fields which involve intercourse and transfer of innovation. Two key out notion of semiotic analysis are signs and relations. A text like Star Trek eject be interpreted as system of sign and the meaning stems from system and sign which ties them together. In semiotic analysis temporary and arbitrary separatio ns are made in between the form and context and fear is mainly foc utilise on the system of sign which makes the text. The essay deals with signs and not text so the intelligence will mainly involve signs and its forms. Semiotic is concerned with sign and are made up of tierce main areas which includes are the sign, codes and the culture. According to Saussure a sign is a combination of sound two-bagger and concept by signified and signifier where signifier may constitute actual objects like lines or backgrounds and signified is the actual concept in ones mind (Tsotra et al, 2004, 4212). Signs are mostly used in advertisements as sign of symbol which are used by corporate to create an identity operator (Berger, 2004, p. 11). In cases of images or pictorial advertisements takes into consideration ternion different types of simulations which are narrative model, rhetorical model and finally the Laokoon model. In the essay image analysis will be used to interpret the three adver tisements of Benetton. Semiotics can be related to mark management as it helps the researcher to clarify issues with regards to brand identity, the personality along with the association which the brand communicates in the current environment. By means of locating the meaning of packaging, logo, and the messages send through advertisements, semiotic analysis thus enables marketers to tie brand communication with brand legacy and marketing strategy and remain relevant in the changing environment (Oswald, 2007, p.4). Benetton is among the strongest brand globally and one of its biggest advantages adding to the popularity of the brand is the advertising strategy of the brand. One of the biggest accolades for the company was for its practice to separate the products from advertisements. Benetton stem is famous for its unusual themes and techniques used in advertising where most of the ads puts u a debate or controversy. Benetton utilised shock value along with the reality of the image s in order to grab the attention of the viewing audience to make the brand memorable. Unlike advertisements which usually are centered on the product and image of the brand, advertisements of Benetton actors line political as well as social issues like child labour, pollution, death, AIDS awareness ultra integration and others. The company tries to communicate to the world regarding such issues and not just sell accessories and apparels. Benetton has over the days created worldwide recognition through its advertisements themes which