The perspective of marketing semiotics: an application to the Moncler case
Rendace, Lorenzo (A.A. 2021/2022) The perspective of marketing semiotics: an application to the Moncler case. Tesi di Laurea in Marketing communication & new media, Luiss Guido Carli, relatore Paolo Peverini, pp. 56. [Master's Degree Thesis]
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Abstract/Index
Semiotics and marketing: from intertextual analysis to audiovisual advertising. Denotation and connotation. Umberto Eco and advertising as a "consolatory art". Plastic and figurative semiotics. The value of the object: Floch’s "square of consumption values". Floch: the four advertising ideologies. The variant to the axiology of consumption: Semprini’s semiotic mapping. Brand identity. Semiotic-generative analysis as an interpretative key. Segmenting the text shot-by-shot or sequence-by-sequence. Discursive structures and semi-narrative structures. Semiotic of the passions. The Moncler case. Moncler and their “iconic jackets”. "Born to protect” and "we love winter".
References
Bibliografia: pp. 54-56.
| Thesis Type: | Master's Degree Thesis |
|---|---|
| Institution: | Luiss Guido Carli |
| Degree Program: | Master's Degree Programs > Master's Degree Program in Marketing (LM-77) |
| Chair: | Marketing communication & new media |
| Thesis Supervisor: | Peverini, Paolo |
| Thesis Co-Supervisor: | Giorgino, Francesco |
| Academic Year: | 2021/2022 |
| Session: | Summer |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 22 Nov 2022 14:22 |
| Last Modified: | 22 Nov 2022 14:22 |
| URI: | https://tesi.luiss.it/id/eprint/34021 |
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