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Brand Equity Planning with Structuralist Rhetorical Semiotics
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 existing 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 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.
Semiotics of Popular Culture
Cultural studies constitutes one of the most multi-perspectival research fields. Amidst a polyvocal theoretical landscape that spans different disciplines semiotics is of foundational value. In an attempt to effectively address the conceptual richness of the semiotic discipline, a wide roster of perspectives is evoked in this book against the background of a diverse set of cultural phenomena, including structuralist and post-structuralist semiotics, semiotically informed psychoanalysis, cultural semiotics, film semiotics, sociosemiotics, but also, to a lesser extent, music semiotics and more niche, but certainly promising perspectives, such as postmodern semiotics, ethnosemiotics, phenomenol...
//Rhetor. Dixit// Understanding Ad Texts' Rhetorical Structure for Differential Figurative Advantage
This book was put together over the course of the past three years and is the outcome of the author's publications in the multimodal advertising rhetoric research field and projects that were undertaken with the employment of the //rhetor.dixit//(c) model. It features four chapters that span different, yet interlocking aspects of ad texts' multimodal rhetorical configuration and culminates in a practical guide for the analysis of the verbo-visual rhetorical structure of TV ad texts, based on the unique methodology of the //rhetor.dixit//(c) model on offer by //disruptiVesemiOtics//. //rhetor.dixit//: Understanding ad texts' rhetorical structure for differential figurative advantage neither s...
The Wiley Blackwell Encyclopedia of Consumption and Consumer Studies
With entries detailing key concepts, persons, and approaches, The Wiley Blackwell Encyclopedia of Consumption and Consumer Studies provides definitive coverage of a field that has grown dramatically in scope and popularity around the world over the last two decades. Includes over 200 A-Z entries varying in length from 500 to 5,000 words, with a list of suggested readings for each entry and cross-references, as well as a lexicon by category, and a timeline Brings together the latest research and theories in the field from international contributors across a range of disciplines, from sociology, cultural studies, and advertising to anthropology, business, and consumer behavior Available online with interactive cross-referencing links and powerful searching capabilities within the work and across Wiley’s comprehensive online reference collection or as a single volume in print www.consumptionandconsumerstudies.com
A Companion to Illustration
A contemporary synthesis of the philosophical, theoretical and practical methodologies of illustration and its future development Illustration is contextualized visual communication; its purpose is to serve society by influencing the many aspects of its cultural infrastructure; it dispenses knowledge and education, it commentates and delivers journalistic opinion, it persuades, advertises and promotes, it entertains and provides for all forms of narrative fiction. A Companion to Illustration explores the definition of illustration through cognition and research and its impact on culture. It explores illustration’s boundaries and its archetypal distinction, the inflected forms of its parame...
Central and Eastern European Literary Theory and the West
Literary theory flourished in Central and Eastern Europe throughout the twentieth century, but its relation to Western literary scholarship is complex. This book sheds light on the entangled histories of exchange and influence both within the region known as Central and Eastern Europe, and between the region and the West. The exchange of ideas between scholars in the East and West was facilitated by both personal and institutional relations, both official and informal encounters. For the longest time, however, intellectual exchange was thwarted by political tensions that led to large parts of Central and Eastern Europe being isolated from the West. A few literary theories nevertheless made i...
Introduction to the Semiotics of the Text
This books aims to demonstrate how semiotic models of textual analysis can be used to study any social reality or cultural process. In addition, it shows how semiotic models work by using examples from everyday life and social praxis, communicative processes and modes of consumption, online interactions and cross-media procedures, political experiences and scientific universes.
The Enthymeme
Central to rhetorical theory, the enthymeme is most often defined as a truncated syllogism. Suppressing a premise that the audience already knows, this rhetorical device relies on the audience to fill in the missing information, thereby making the argument more persuasive. James Fredal argues that this view of the enthymeme is wrong. Presenting a new exegesis of Aristotle and classic texts of Attic oratory, Fredal shows that the standard reading of Aristotle’s enthymeme is inaccurate—and that Aristotle himself distorts what enthymemes are and how they work. From close analysis of the Rhetoric, Topics, and Analytics, Fredal finds that Aristotle’s enthymeme is, in fact, not syllogistic a...
Metaldata
Metaldata: A Bibliography of Heavy Metal Resources is the first book-length bibliography of resources about heavy metal. From its beginnings in the late 1960s and early 1970s, heavy metal has emerged as one of the most consistently popular and commercially successful music styles. Over the decades the style has changed and diversified, drawing attention from fans, critics, and scholars alike. Scholars, journalists, and musicians have generated a body of writing, films, and instructional materials that is substantial in quantity, diverse in approach, and intended for many types of audiences, resulting in a wealth of information about heavy metal. Metaldata provides a current and comprehensive bibliographic resource for researchers and fans of metal. This book also serves as a guide for librarians in their collection development decisions. Chapters focus on performers, musical instruction, discographies, metal subgenres, metal in specific places, and research relating metal to the humanities and sciences, and encompass archives, books, articles, videos, websites, and other resources by scholars, journalists, musicians, and fans of this vibrant musical style.
Readings in Numanities
This unique book gathers articles from the numanistic perspective of multidisciplinarity and innovation, connected by three main theoretical interests or overarching themes: music, semiotics and translation. Offering an eclectic collection of innovative papers that address such topics as culture, musicology, art consumption, meaning, codes and national identities, to name a few, it has a broad appeal across the humanities and social sciences. The contributing authors draw on various schools and methodologies, including psychology, psychoanalysis, social semiotics, semiotic modelling, deconstruction and cultural analysis. By approaching established themes in new and challenging ways, this highly engaging book has the potential to advance the state of the art in various topics. It appeals to all scholars investigating cultural identity, linguistics and translation, music consumption, performance, semiotic theories and various intersections of these and related topics.
