*the most wide-ranging and accessible student guide to semiotics available *A clear, engaging and accessible text which is ideal for beginners, but can also be used as an invaluable reference guide for students throughout their academic careers *strong pedagogy: explanations are richly illustrated with examples and images to aid understanding and book clearly demonstrates how to apply and use concepts in analysis

Everyday consumers buy into the concept of brands and their associated meanings--the perception of quality, a symbolic relationship, a vicarious experience, or even a sense of identity. Marketing Semiotics suggests that the extent to which consumers recognize, internalize, and relate to brand meanings is not only an academic question. These meanings contribute to "brand equity," the financial value of intangible brand benefits that exceed the use value of goods, and impacts upon a firm's financial performance. Therefore, the management of brand equity demands first and foremost the management of brand meanings, or semiotics.
The book uses structural semiotics, a discipline that extends the laws of structural linguistics to the analysis of verbal, visual, and spatial sign systems, to shed light on the cultural codes and discourse of brands. It proposes that semiotic research should form the cornerstone of brand equity management, since brands rely so heavily on sign systems that contribute to profitability by distinguishing brands from simple commodities, from competitors, and engaging consumers in the brand world.
The book includes dozens of global business cases where semiotics has been used to refocus, reposition, or extend the brand to new products, customers, and markets. Drawing upon twenty years of academic and consulting experience, the book provides actionable direction for steering brands through technological and cultural change, differentiating brands in the competitive environment, and counteracting the natural depletion of brand meaning over time.

Critical Semiotics provides long overdue answers to questions at the junction of information, meaning and 'affect'. The affective turn in cultural studies has received much attention: a focus on the pre-individual bodily forces, linked to automatic responses, which augment or diminish the body's capacity to act or engage with others. In a world dominated by information, how do things that seem to have diminished meaning or even no meaning still have so much power to affect us, or to carry on our ability to affect the world? Linguistics and semiotics have been accused of being adrift from the affective turn and not accounting for these visceral forces beneath or generally other from conscious knowing. In this book, Gary Genosko delivers a detailed refutation, with analyses of specific contributions to critical semiotic approaches to meaning and signification. People want to understand how other people are moved and to understand embodied social actions, feelings and passions at the same time as understanding how this takes place. Semiotics must make the affective turn.

This book is about the representations - both visual and linguistic - which people give of their own places of origin. It examines the drawings of interviewees who were asked to draw their own place of origin on a white A3 sheet, using pencil or colour, according to their choice. If they were born in a place they did not remember because they moved in when they were very small, they could draw the place they did remember as the scenario of their early childhood. The drawings are examined from three different perspectives: semiotics, cognitive psychology and geography. The semiotic instruments are used to describe how each person reconstructs a complex image of his/her childhood place, and how they translate their own memories from one language to another, e.g. from drawing to verbal story, trying to approach what they want to express in the best possible way. The cognitive-psychological point of view helps clarify the emotional world of the interviewees and their motivations during the process of reconstruction and expression of their childhood experiences. The geographical conceptualizations concern a cultural level and provide insight into the cartographic models that inspire the maps people drew. One of the main findings was the influence from cultural codes as demonstrated in the fact that most of the US students interviewed drew their maps showing considerable cartographic expertise in comparison to their European counterparts.

This book, which takes the form of a graphic novel, looks at political activism in the public landscape. It has a particular focus on the UK activist group Led by Donkeys which has, since late 2018, been running a campaign to expose hypocrisy in the political classes. Their approach to activism involves the use of large posters and other forms of public display, which highlight the gap between the rhetoric and actions of politicians, and how language and communication is used to manipulate opinion. The activism discussed in the book includes four major issues: Brexit, Trump, Covid and the Russian invasion of Ukraine. The book is both an innovative visual approach to the presentation of academic research and thought, and an exploration of how the linguistic landscape can be a key resource for the communication of political activism.

This book investigates how digital youth engage in computer-mediated communication (CMC) in the era of social media. Particularly focused on their uses of emoji, their motivations, attitudes and interpretations of emoji use, Emoji Speak provides the first book-level discussion looking at youth-to-youth Social Network Service (SNS) communication and emoji use. Where previous research on SNS communication has tended to focus on the English language, in this book Jieun Kiaer explores SNS as a global phenomenon. Presenting the results of empirical investigation through large-scale surveys, SNS corpora, and interviews with a wide pool of Chinese, Japanese, Korean, and British youth participants, Kiaer compares SNS communication across languages to provide insight in understanding youth language and their emojing behaviours. Arguing that the future of our modern languages lies within the multi-modal and multi-lingual linguistic behaviours found in SNS, Emoji Speak suggests that emoji use among young people is leading to the emergence of a new, 'social' grammar.

Drawing on a range of disciplines from within the humanities and social sciences, Multilingual Memories addresses questions of remembering and forgetting from an explicitly multilingual perspective. From a museum at Victoria Falls in Zambia to a Japanese-American internment in Arkansas, this book probes how the medium of the communication of memories affirms social orders across the globe. Applying linguistic landscape approaches to a wide variety of monuments and memorials from around the world, this book identifies how multilingualism (and its absence) contributes to the inevitable partiality of public memorials. Using a number of different methods, including multimodal discourse analysis, code preferences, interaction orders, and indexicality, the chapters explore how memorials have the potential to erase linguistic diversity as much as they can entextualize multilingualism. With examples from Africa, Asia, Australasia, Europe, and North and South America, this volume also examines the extent to which multilingual memories legitimize not only specific discourses but also individuals, particular communities, and ethno-linguistic groups - often to the detriment of others.

This edited book covers many topics in musicological literature, gathering various approaches to music studies that encapsulate the vivid relation music has to society. It focusses on repertoires and geographical areas that have not previously been well frequented in musicology. As readers will see, music has many roles to play in society. Music can be a generator of social phenomena, or a result of them; it can enhance or activate social actions, or simply co-habit with them. Above all, music has a stable position within society, in that it actively participates in it. Music can either describe or prescribe social aspects; musicians may have a certain position/role in society (e.g., the "popstar" as fashion leader, spokesman for political issues, etc.). Depending on the type of society, music may have a certain "meaning" or "function" (music does not mean the same thing everywhere in the world). Lastly, music can define a society, and it is not uncommon for it to best define a particular historical moment. Case-studies in this work provide visibility for musical cultures that are rarely exposed in the dominant musicological discourse. Several contributions combine musicological analysis with "insider-musician" points of view. Some essays in the collection address the cultural clash between certain types of music/musicians and the respective institutional counterparts, while certain contributing authors draw on experimental research findings. Throughout this book we see how musics are socially significant, and - at the same time - that societies are musically significant too. Thus the book will appeal to musicologists, cultural scholars and semioticians, amongst others.

The first international volume on the topic of biosemiotics and linguistics. It aims to establish a new relationship between linguistics and biology as based on shared semiotic foundation.

This is the first book to consider the major implications for culture of the new science of biosemiotics. The volume is mainly aimed at an audience outside biosemiotics and semiotics, in the humanities and social sciences principally, who will welcome elucidation of the possible benefits to their subject area from a relatively new field. The book is therefore devoted to illuminating the extent to which biosemiotics constitutes an 'epistemological break' with 'modern' modes of conceptualizing culture. It shows biosemiotics to be a significant departure from those modes of thought that neglect to acknowledge continuity across nature, modes which install culture and the vicissitudes of the polis at the centre of their deliberations. The volume exposes the untenability of the 'culture/nature' division, presenting a challenge to the many approaches that can only produce an understanding of culture as a realm autonomous and divorced from nature.

This title details the key terms, thinkers and texts in systemic functional linguistics. The field of Systemic Functional Linguistics is a social semiotic approach to language pioneered by M. A. K. Halliday, which has assumed a central importance in linguistics in recent years, anchored by a growing body of work. This book details the key terms, the key thinkers and the key texts in this field in an approachable, easy to understand and accessible manner. It is authored by leading names in the field and is aimed at undergraduates and postgraduates studying linguistics and language studies. "The Key Terms" series offers undergraduate students clear, concise and accessible introductions to core topics. Each book includes a comprehensive overview of the key terms, concepts, thinkers and texts in the area covered and ends with a guide to further resources.

This book opposes the position that meanings can be explained by way of intralinguistic relations, as in structural linguistics and its successors, and rejects definitional descriptions of meaning as well as naturalistic accounts. The idea that we are able to live by strings of mere signifiers is shown to rest on a misconception. Ruthrof also attempts an explanation of why arguments grounded in a post-Saussurean view of language, as for instance certain feminist theories, find it so difficult to show how precisely the body can be reclaimed as an integral part of linguistic signs. In reinstating the body in language, Ruthrof draws on Peirce, Husserl, Heidegger, Wittgenstein and Derrida, cognitive linguistics and rhetoric, as well as on the writings of Helen Keller.

This book analyses war monuments by developing a multimodal social-semiotic approach to understand how they communicate as three-dimensional objects. The book provides a practical tool-kit approach to how critical multimodal social semiotics should be done through visual, textual and material analysis. It ties this material analysis into the social and political contexts of production. Using examples across the 20th and 21st century the book's chapters offer a way of analysing the way that monument designers have used specific semiotic choices in terms of things like iconography, objects, shape, form, angularity, height, materials and surface realisation to place representations of war in public places across Britain. This social-semiotic approach to the study of war monuments serves three innovative purposes. First, it provides a contribution to the work on the ideological representations of war in Media and Cultural Studies and in Critical Discourse Analysis applied specifically to more banal realisations of discourse. Second, it responds to calls by historians for innovative ways to study war commemoration by providing an approach that offers both specific analysis of the objects and attends to matters of design. Thirdly, following in the relatively recent tradition of multimodal analysis, the arguments draw on the ideas of Kress and van Leeuwen (1996, 2001), adapting and extending their theories and models to the analysis of British commemorative war monuments, in order to develop a multimodal framework for the analysis of three dimensional objects.

This book explains and illustrates a variety of semiotic issues in the study of biblical law. Commencing with a review of relevant literature in linguistics, philosophy, semiotics and psychology, it examines biblical law in terms of its users, its medium and its message. It criticizes our use of the notion of 'literal meaning', at the level of both words and sentences, preferring to see meaning constructed by the narrative images that the language evokes. These images may come from either social experience or cultural narratives. Speech performance is important, both in the negotiation of the law and the narratives of its communication. Non-linguistic semiotic phenomena, utilizing other senses and involving such notions as space and time, also need to be taken into account. For the early biblical period, at least, conceptions of law based upon modern models need to be replaced by the notion of 'wisdom-laws'. Amongst the issues addressed in the course of the argument are the structure of the Decalogue, the role in the law of (Greenberg's) 'postulates', 'covenant renewal' and 'talionic punishment'.>

Luxury has been both celebrated and condemned throughout history right up to the present day. This groundbreaking text examines luxury and its relationship with desire, status, consumption and economic value, exploring why luxury remains prominent even in the context of a global recession. Using approaches from cultural studies, semiotic research and aesthetics, Luxury presents a wide range of case studies including urban space and new technologies, travel, interior design, cars, fashion ads and jewellery to explore what luxury represents, and why, in the contemporary world. The book will be essential reading for students and scholars across a range of fashion studies, cultural studies and sociology, and anyone interested in the power and allure of luxury today.

A first in multimodal/multisemiotic discourse studies, this collection of original articles by international scholars focuses primarily on texts from non-English speaking contexts. The illuminating insights enhance our understanding of how language and other semiotic resources construe specific cultural and social concerns.

This book consolidates and extends the authors' work on the connection between iconicity and abductive inference. It emphasizes a pragmatic, experimental and fallibilist view of knowledge without sacrificing formal rigor. Within this context, the book focuses particularly on scientific knowledge and its prevalent use of mathematics. To find an answer to the question "What kind of experimental activity is the scientific employment of mathematics?" the book addresses the problems involved in formalizing abductive cognition. For this, it implements the concept and method of iconicity, modeling this theoretical framework mathematically through category theory and topoi. Peirce's concept of iconic signs is treated in depth, and it is shown how Peirce's diagrammatic logical notation of Existential Graphs makes use of iconicity and how important features of this iconicity are representable within category theory. Alain Badiou's set-theoretical model of truth procedures and his relational sheaf-based theory of phenomenology are then integrated within the Peircean logical context. Finally, the book opens the path towards a more naturalist interpretation of the abductive models developed in Peirce and Badiou through an analysis of several recent attempts to reformulate quantum mechanics with categorical methods. Overall, the book offers a comprehensive and rigorous overview of past approaches to iconic semiotics and abduction, and it encompasses new extensions of these methods towards an innovative naturalist interpretation of abductive reasoning.

Gaius Julius Caesar Octavianus, better known as Augustus, was the first Roman emperor and is one of the most iconic figures in world history. Two thousand years after his death, Augustus remains a strong presence in modern culture. The Semiotics of Caesar Augustus examines the meanings and significances of Augustus in Western literary and popular culture, from the 1960s until the turn of the millennium. Drawing on the theoretical background of semiotics and classical reception studies, Elina Pyy investigates the representation of Augustus in the postmodern novels of Kurt Vonnegut and Christoph Ransmayr, as well as in the genre of historical fiction, and in screen representations from both sides of the Atlantic. Scrutinizing what Caesar Augustus stood for in the postmodern world, and the main factors that influenced (and still influence) the modern reader's interpretation of him, this book is grounded on the premise that the past, being a system of signs based on our culturally shared understanding of them, is continuously created and reconstructed by the modern audience. Arguing that the 'many faces of the emperor' can be considered to be reactions to contemporary cultural, socio-political or emotional needs, The Semiotics of Caesar Augustus shows how his character was recurrently utilized to explain and understand the ways in which the discourses of power, liberty, oppression and humanity operated in the postmodern world.

It is often thought that consciousness has a qualitative dimension that cannot be tracked by science. Recently, however, some philosophers have argued that this worry stems not from an elusive feature of the mind, but from the special nature of the concepts used to describe conscious states. Marc Champagne draws on the neglected branch of philosophy of signs or semiotics to develop a new take on this strategy. The term "semiotics" was introduced by John Locke in the modern period - its etymology is ancient Greek, and its theoretical underpinnings are medieval. Charles Sanders Peirce made major advances in semiotics, so he can act as a pipeline for these forgotten ideas. Most philosophers know Peirce as the founder of American pragmatism, but few know that he also coined the term "qualia," which is meant to capture the intrinsic feel of an experience. Since pragmatic verification and qualia are now seen as conflicting commitments, Champagne endeavors to understand how Peirce could (or thought he could) have it both ways. The key, he suggests, is to understand how humans can insert distinctions between features that are always bound. Recent attempts to take qualities seriously have resulted in versions of panpsychism, but Champagne outlines a more plausible way to achieve this. So, while semiotics has until now been the least known branch of philosophy ending in -ics, his book shows how a better understanding of that branch can move one of the liveliest debates in philosophy forward.

The book is an in-depth presentation of the European branch of semiotic theory, originating in the work of Ferdinand de Saussure. It has four parts: a historical introduction, the analysis of langue, narrative theory and communication theory. Part I briefly presents all the semiotic schools and their main points of reference. Although this material is accessible in many other Anglophone publications, the presentation is marked by specific choices aiming to display similarities and differences. The analysis of langue in Part II is also available in Anglophone bibliography, but the book presents Saussurean theory according to a new theoretical rationale and enriched with later developments. In addition, it is orientated so as to offer the foundation for the part that follows. Part III is a presentation of Greimasian narrative theory, well documented in Francophone bibliography but poorly represented in Anglophone publications. The presentation extends the theory in both a qualitative and a new quantitative direction, and includes a great number of examples and two extended textual analyses to help the reader understand and apply it. Part IV, communication theory, combines an extension of Greimasian sociosemiotics with other schools of thought. This original theoretical section discusses fourteen consecutive communication models, the synthesis of which results in a holistic, social semiotic theory of communication.

Sometimes we convey what we mean not by what we say but by what we do. This type of indirect communication is sometimes called 'indirection'. From patent miscommunication, through potent ambiguity to pregnant silence this incisive collection examines from a rare anthropological perspective the many aspects of indirect communication. From a Mormon Theme Park to carnival time on Montserrat the contributors analyse indirection by illustrating how food, silence, sunglasses, martial arts and rudeness call constitute powerful ways of conveying meaning. An Anthropology of Indirect Communication is an engaging text which provides a challenging introduction to this subject.

Musical semiotics is a new discipline and paradigm of both semiotics and musicology. In its tradition, the current volume constitutes a radically new solution to the theoretical problem of how musical meanings emerge and how they are transmitted by musical signs even in most "absolute" and abstract musical works of Western classical heritage. Works from symphonies, lied, chamber music to opera are approached and studied here with methods of semiotic inspiration. Its analyses stem from systematic methods in the author's previous work, yet totally new analytic concepts are also launched in order to elucidate profound musical significations verbally. The book reflects the new phase in the author's semiotic approach, the one characterized by the so-called "existential semiotics" elaborated on the basis of philosophers from Kant , Hegel and Kierkegaard to Jaspers, Heidegger, Sartre and Marcel. The key notions like musical subject, Schein, becoming, temporality, modalities, Dasein, transcendence put musical facts in a completely new light and perspectives of interpretation. The volume attempts to make explicit what is implicit in every musical interpretation, intuition and understanding: to explain how compositions and composers "talk" to us. Its analyses are accessible due to the book's universal approach. Music is experienced as a language, communicating from one subject to another.

The study of symbols has long been considered a necessary field to unravel concealed meanings in symbols and images. These methods have since established themselves as staples in various fields of psychology, anthropology, computer science, and cognitive science. Empirical Research on Semiotics and Visual Rhetoric is a critical academic publication that examines communication through images and symbols and the methods by which researchers and scientists analyze these images and symbols. Featuring coverage on a wide range of topics, such as material culture, congruity theory, and social media, this publication is geared toward academicians, researchers, and students seeking current research on images, symbols, and how to analyze them.

A multimodal ethnography of language as living process, this book demonstrates methods for the integrated analysis of talk, gesture, and material culture, developing a fresh way to understand human language through a focus on jointly achieved social actions to which it is part. Based on findings from a participatory, multimedia language documentation project in a highland Zapotec community of Oaxaca, Mexico, Mark A. Sicoli brings together goals of documentary linguistics and anthropological concern with the everyday means and ends of human social life with theoretical consequences for the analysis of linguistic and cultural reproduction and change. This book argues that resonances emergent in the whole of multiparticipant, multimodal interaction, are organizational of human social-cognitive process important for understanding both the shape linguistic utterances take in interaction (dialogic resonance) and the relationships built between distinct sign modes (intermodal resonance). In this way, Saying and Doing in Zapotec develops a new theory, characterizing the logic of resonance in human interaction as semiotic process that connects and juxtaposes interactional moves into assemblages of relations, resonances and collaborations that build an emergent lifeworld for a language.