marketing midterm study guide

Language exits through a constant relationships

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Language exits through a constant relationships between two plans o The expression plan ( signifier ) o The content plan ( signified ) Every brand articulates 2 levels : - Expression Plan o Logo o Visual identity o Product’s shape and materials o Etc. … - Content Plan o Core values o Mission o Know-how o Etc. … Example: up to 1963, Marlboro was women cigs … switched from women, feminine, sexuality American frontier, wild, and freedom // what we learned from Marlboro: - *Allow evolution o Marlboro marketing to men - Never claim your values as a firm o Shift from flavor to frontier - Need narrative for a strong brand o Conquering the west Relate to war veterans o Gold feminine and soft cigs and perfume o Rearranged same context to pragmatic stayed the same and syntagmatic changed The Semiotic Square: - Meaning exists only through differential processes - This is the visual articulation of a given semantic category - 3 Types of relationships are considered o Contradiction o Contrariety o Complementarity Semiotic Square::: fill in square
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- This is a formal representation of the possibilities of the system (contradiction, contrariety, and complementarity) - Grants some objectivity as it’s based on logic - Metapositions combine poles Semiotic square of Gender: fill in square 4 Advertising philosophies: Referential Ex: advertises ability to “ride” a rascal - This type is the former: honesty, strict relationships between things, and realism Mythical builds value / narrative around product - Ex: Marlboro ads smoking vs.conquer - And beer ads… miller lite commercial “taste greatness” - Rarely see product Substantial focus on tactile values // what the product is like, its substance // Ex: bounty paper towels Oblique People buy into the representation of the world, not a product - Manipulate object to modify common representations … will not work on dumb consumers - Irony is prevalent - Entails complicity of consumers by including them - Ex: Marriot hotel Xerox super-efficient What is this? Video of bus - Narrative mythical - Irony oblique
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- Tactile substantial Fill print ad on the semiotic square… ask him to fill out and help … ** Hw: Sell boxer briefs New PPT: Framing : in the Global Marketplace - Understand cultural influence constructing frames - Emergence of global consumer culture - Some cultures don’t wear wedding rings Save lives exercise: - A. 200 people will be saved – survival - B. 400 people will die – mortality - ^^ same = framing - Losses > Gain … seems greater in terms of weight Happiness in Framing - Comparison - Bronze medal is happier than silver medal Know consumers: Coca cola example with someone showing 3 pictures since he didn’t speak the language - “Arabs read from right to left” – Direction Culture: ways of living that are transmitted from 1 generation to another (e.g. values, beliefs, attitude, symbols) - Ex: Arkansas: football, mountains, outdoors - Ex: Korea: collective culture, left-handed people frowned upon High context cultures: vs. Low context cultures: Collectivist Individual
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