Marketing Semiotics - the Universal Language of E-Consumer

Adriana Manolica (), Alexandra Florescu () and Beniamin-Vladut Faraonel ()
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Adriana Manolica: “Alexandru Ioan Cuza†University of Iași
Alexandra Florescu: “Alexandru Ioan Cuza†University of Iași
Beniamin-Vladut Faraonel: “Alexandru Ioan Cuza†University of Iași

Ovidius University Annals, Economic Sciences Series, 2021, vol. XXI, issue 2, 807-815

Abstract: This researched aimed to study the perception related to shocking stimuli present in advertising. These visual elements raise the perception of images and brand semiotics perception is facilitated by shocking images and messages. The results from the 3 stages of semi-structured interviews revealed that the semiotic elements identified in Nivea’s and Caribu’s Advertisements such as logos, colors, characters, symbols or language used played an important role because they accentuated perception by transforming an advertising into a shockvertising, creating a strong recall effect in the mind of the consumers.

Keywords: Marketing semiotics; shocking advertisement; Marketing stimuli (search for similar items in EconPapers)
JEL-codes: M30 R59 Z18 (search for similar items in EconPapers)
Date: 2021
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