Abstract:

This presentation illustrates the relevance and strategic potential of semiotic analysis in market research and advertising, especially in the development of image, positioning and communication projects. Based on a syndicated research study 'Assertive Communication Codes With The Adolescent Segment' the presenters will discuss techniques and the creative path that goes from the definition of a working framework, through the development of decoding workshops, to the validation of hypotheses produced in these workshops with adolescent consumers.