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Research papers

Effective semiotic codes in adolescents

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...

Catalogue: Latin America 2010: The Innovation Journey
Authors: Rosalba Olivella, Carlos Hernández
Company: Feed Back Profile S.A.
May 21, 2010
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Citation

Olivella and Hernández (2010a, May 21). Effective semiotic codes in adolescents. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/effective-semiotic-codes-in-adolescents


Research papers

Advertising in times of crisis

What is the right way to advertise in times of crisis? What changes compared to normal times? What must be said, and how? What kind of stories have to be told, so as to connect to a worried consumer? The presentation addresses these questions by a...

Catalogue: Congress 2009: Leading The Way
Author: Joseph Sassoon
Company: Alphabet Sas
September 21, 2009
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Citation

Sassoon, J. (2009a, September 21). Advertising in times of crisis. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/advertising-in-times-of-crisis


Research papers

The role of helpers in advertising

The presentation will analyse the role of the so-called Helpers in advertising, drawing inspiration from both French semiotics and the American theories on screenwriting: originally combined in an innovative method. In movies, the Helpers are very...

Catalogue: Qualitative 2008: Consumer Choice
Author: Joseph Sassoon
Company: Alphabet Sas
November 20, 2008
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Citation

Sassoon, J. (2008a, November 20). The role of helpers in advertising. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/the-role-of-helpers-in-advertising


Research papers

New cultures emerge where old cultures meet

During this summer's UEFA Euro 2008, some football fans were interviewed after Turkey lost a semi-final match against Germany. They were Germans of Turkish origin and could hardly contain their anger against Germany at Turkey losing understandably,...

Catalogue: Qualitative 2008: Consumer Choice
Authors: Müge Balta, Sven Arn
Company: Happy Thinking People
November 20, 2008
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Citation

Balta and Arn (2008a, November 20). New cultures emerge where old cultures meet. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/new-cultures-emerge-where-old-cultures-meet


Research papers

Anticipation marketing

When the Apple Store opened in Sydney recently, eager patrons queued in the cold to be among the first to claim this iconic brand experience. When Grand Theft Auto 4 was launched, Ebay demand was already at a record high before the first products...

Catalogue: Qualitative 2008: Consumer Choice
Authors: Ellen Baron, Paul Merrell, Kristin Hickey
Company: Ruby Cha Cha
November 20, 2008
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Citation

Baron, Merrell and Hickey (2008a, November 20). Anticipation marketing. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/anticipation-marketing


Research papers

You can't judge a book by its cover!

This paper proposes a new research technique to resolve the issue of severe acquiescence bias seen in the Middle East. It identifies the factors responsible for this problem and investigates the role played by specific aspects related to social...

Catalogue: Congress 2008: Frontiers
Authors: Arun Joshi, Sagar Tamang, Himanshu Vashisthaz
Company: Nielsen
September 26, 2008
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Citation

Joshi, Tamang and Vashisthaz (2008a, September 26). You can't judge a book by its cover!. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/you-can-t-judge-a-book-by-its-cover-


Research papers

Neurosemiotics

Recently neuroscience began to study the effect of brands and all that is involved with them through different structures and systems of our organism. neuroscience tries to understand what happens physically when we relate with a product, a logo or...

Catalogue: Latin America 2008
Authors: Carlos de Leon, Gabriela de la Riva, Oscar Cue, Rocio Ordonana, Alice Garreti, Monica Moctezuma, Mariana Ramirez-Degollado
Company: De La Riva Group
May 13, 2008
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Citation

de Leon et al. (2008a, May 13). Neurosemiotics. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/neurosemiotics


Research papers

Semiotics of art

There are two sides to art appreciation which nowadays involves an increasingly broad section of the population. There is the post-war model of art appreciation as a means of educating the 'masses', with enjoyment of the arts extending from a select...

Catalogue: Qualitative 2007
Author: Luigi Toiati
Company: Focus S.r.L.
November 12, 2007
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Citation

Toiati, L. (2007a, November 12). Semiotics of art. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/semiotics-of-art


Research papers

Beyond the obvious

This presentation demonstrates how a tool that is as obvious as it is indispensable in the work of the researcher for gathering insights & verbatims - has a much greater potential than its often shoddy and repetitive use which we take for...

Catalogue: Consumer Insights 2007
Author: Luigi Toiati
Company: Focus S.r.L.
May 7, 2007
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Citation

Toiati, L. (2007a, May 07). Beyond the obvious. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/beyond-the-obvious