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Semiotics in Marketing Chapters 4-6 with Rachel Lawes Read-a-Long

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*Note: this webinar series is ongoing from 23rd April 2020. This presentation reflects the 11th June 2020 webinar. 
If you'd like to join these ongoing sessions, please check out the timetable below in this description area*


Webinar description:
If you work in marketing or market research, or if any aspect of your job involves understanding consumers, there’s never been a better time to get into semiotics. Brands around the world are rapidly taking it up. It strengthens brand communications, guides design and ensures that everything is pitch-perfect for global and local markets. It bridges the gap between culture and psychology, giving a clear view of how the deepest emotions and needs of the individual are connected to national tastes, politics and changing social trends. It’s also unique in being the only market research method which is expressly designed to unlock the meaning of visual images.

Until now, the only barrier for would-be users and practitioners was that semiotics was considered hard to access and rather academic. All that has changed with the publication of ‘Using Semiotics in Marketing: How to achieve consumer insight for brand growth and profits’. Described by reviewers as “immensely readable”, “crystal clear” and “generous” in sharing the author’s 20 years of commercial experience, ‘Using Semiotics’ is the first book to offer a complete step-by-step course for marketers that takes away the barriers to entry and empowers everyone to conduct their own research and find original insights for brands. No previous experience or training is required and readers who follow all the steps have a completed, publishable project by the end of the book.

This is the first webinar in a series in which Dr Rachel Lawes, the author of ‘Using Semiotics in Marketing’ and Ray Poynter, a luminary of British market research, read the book together, over a handful of episodes. Everyone is invited to join us and is guaranteed to look at the world differently by the end. Semiotics will permanently change the way you think about marketing, brands and consumers and eventually it will change the way you think about your own culture and your own life.

Timetable

COMPLETED EVENT - 23 April, Presentation by Dr Rachel Lawes on semiotics, what it is it, why you might be interested in it, and what will the book help you achieve?
COMPLETED EVENT - 21 May, Review of chapters 1-3, questions and comments from readers
COMPLETED EVENT - 11 June, Review of chapters 4-6, questions and comments from readers
COMING UP - 2 July, Review of chapters 7-9, questions and comments from readers
COMING UP - 23 July, Review of chapters 10-12, questions and comments from readers
Note, you will need to acquire a copy of the book if you want to read along with the group, available in e-form, paperback and hardback from Kogan Page, Amazon and other retailers.

Click here to register for the follow-up read-a-long sessions: https://bit.ly/2VQV1EU

Publié dans : Formation
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Semiotics in Marketing Chapters 4-6 with Rachel Lawes Read-a-Long

  1. 1. USING SEMIOTICS IN MARKETING READ-ALONG PART 2: CHAPTERS 4-6 DR RACHEL LAWES 11 JUNE 2020
  2. 2. Sponsors Gold Silver The Festival of NewMR, March 2020
  3. 3. •  How to analyse signs & symbols •  How to decode culture & social trends •  Tools for creativity & innovation
  4. 4. • Bottom-up analysis. Ads, packaging, marcoms, mass communications. Chapter 4. Signs & codes • Top-down analysis. Trends, mass behaviour, change over time. Chapter 5. Culture & social change • Semiotic tools for thinking. Truisms, memes, scale, semiotic squares. Chapter 6. Creativity & innovation Coming right up: pro tips for semiotic analysis.
  5. 5. 1.  words and images: the details of communications 2.  power: a key point of focus for top-down analysis 3.  truisms: how thinking critically leads to new ideas
  6. 6. STAY FOCUSED ON YOUR CLIENT’S BUSINESS OBJECTIVES Photo by Razvan Chisu on Unsplash
  7. 7. Pro tip: semiotic signs rarely operate in isolation. They are usually found to be active components of semiotic codes. And codes always have a function. Searching for the function of signs & codes helps you link your analysis to your client’s objectives. https://www.instagram.com/p/CBAmNbHIpYy/
  8. 8. Pro tip: if semiotic codes generally work to uphold particular versions of reality, and if each one contains sets of instructions for consumers re how to behave, ask who benefits from that code’s success. Who will gain and who will lose? Who is above the law? Barbara Kruger, Belief & Doubt, Hirshhorn Museum
  9. 9. Pro tip: whenever you encounter a well-embedded truism, such as ‘gangs are bad’ or ‘we need the police to stay safe’, investigate the hypothesis that the opposite is also true. Doing this can lead to engaging and original communications.
  10. 10. Photo by Alice Dietrich on Unsplash SO … HOW’S YOUR PROJECT?
  11. 11. •  Field trips! •  Ethnography & discourse analysis •  Turning insight into strategy STRATEGY Webinar 2 July. Read chapters 7, 8 & 9
  12. 12. •  Writing-up & sharing your findings •  Hot topics: AI, semiotics around the world •  Self-development & your future career WRITE! Webinar 23 July. Read chapters 10, 11 & 12
  13. 13. let’s discuss! Dr Rachel Lawes Ray Poynter
  14. 14. Sponsors Gold Silver The Festival of NewMR, March 2020

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