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Using semiotics in a brand audit

In the midst of the fourth Industrial Revolution, more than one-third of the skills we believe are essential for today's workforce will have changed according to the Future of Jobs Report from the World Economic Forum. ESOMAR in partnership with...

Catalogue: Webinars 2020
Authors: Chris Arning, Manisha Dikshit, Dinesh Ramchandani
May 6, 2020

Research papers

Sonic semiotics

Semiotic analyses have generally privileged visual over aural signs.This paper seeks to extend the boundaries of semiotics by recognising that sound and music also function as signs in culture and advertising. Music pushes powerful emotional buttons...

Catalogue: Congress 2006: Foresight
Authors: Alex Gordon, Chris Arning
Company: Flamingo
September 17, 2006

Research papers

Hip-hop: Subculture or super brand?

The presenters argue that a true understanding of the appeal of hip-hop can have valuable implications for marketers seeking to connect with young people. Hip-hop incorporates a number of key values which resonate powerfully with the youth target....

Catalogue: ESOMAR Worldwide Qualitative Research Conference 2003
Authors: Chris Arning, Ednyfed Tappy
Company: Flamingo
November 5, 2003