Question

1. Discuss and be able to apply the role of Semiotics in promotional communication strategy (Chapter 6). Give specific examples of the use of figurative (or implied) language in marketing communications. How are Semiotics different than explicit communication?

Answer 1

Semiotics is highly used in marketing communications where symbols, figures, logos are used for communication of brand messages and product information.

Fir example, Mcdonalds logo gives customer top of mind recall, high reach and impressions. The golden arches logo of McDonald's signifies its globalisation and stylised restaurant by representation of letter 'M'.

This form of marketing is different feom explicitly marketing like TV advertising, out of home media, Peint, Radio, social media as Semiotics are meant to create brand resonance and create high recall value and customer retention.

Whwreas explicit marketing is used for customers acquisition and brand awareness and product information sharing.