Naslov
Brand Semiotics and Media Pedagogy

Autori
Jukić, Dinko

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
Marketing Identity: New changes, new challenges / Čábyová, Ľudmila ; Bezáková, Zuzana ; Madleňák, Adam - Trnava : Faculty of Mass Media Communication, University of SS. Cyril and Methodius in Trnava, 2021, 284-294

ISBN
978-80-572-0220-2

Skup
International Scientific Conference: Marketing Identity: New changes, new challenges

Mjesto i datum
Trnava, Slovačka, 09.11.2021

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
brand, customer, identity, image, marketing, myth, semiotics

Sažetak
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.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija, Pedagogija, Interdisciplinarne društvene znanosti

Napomena
Indeksiran:
WoS CC; SSCI

POVEZANOST RADA