Brand Semiotics and Media Pedagogy Cover Image

Brand Semiotics and Media Pedagogy
Brand Semiotics and Media Pedagogy

Author(s): Dinko Jukić
Subject(s): Media studies, Business Economy / Management, Semiology, Marketing / Advertising, Pedagogy
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: Brand; Customer; Identity; Image; Marketing; Myth; Semiotics;

Summary/Abstract: The paper uses the application of semiological analysis to consider the idea of the role of parents in three different media. Since the brand encompasses the concept of idea and symbol, it is analysed from the aspect of marketing semiotics. The paper is based on Barthes' myth theory which we compare with Kapferer's theory of the brand. The significance of the identity construct in the digital game Life is Strange 2, the drama A Doll's House and the graphic novel A Distant Neighbourhood are discussed. The paper compares and interprets marketing with sociology, and semiotics with media pedagogy in an interdisciplinary way. The brand was analysed at the message and sign level. The paper discusses the meaning of the consumer and the meaning of the brand and shows the hidden meaning of the search for identity. All three media will serve as proof that in their discourse they have built brand recognition precisely on the existential and psychological development of the protagonists. It is concluded that marketing communication indirectly influences the formation of consumer perception.

  • Issue Year: 9/2021
  • Issue No: 1
  • Page Range: 284-294
  • Page Count: 11
  • Language: English