A SEMIOTIC APPROACH TO MARKETING COMMUNICATION

Ana Mihaela Istrate and Roxana Bîrsanu
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Ana Mihaela Istrate: Romanian American University
Roxana Bîrsanu: Romanian American University

Romanian Economic Business Review, 2018, vol. 13, issue 4, 7-13

Abstract: Large corporations, both domestic and international, such as Coca-Cola Co. or Bitdefender are well aware that corporate communication can and should be used as an effective tool for highlighting company identity and reputation, since the consistent image of a company is the first step towards a good relationship with the customers. This article aims at analyzing consumer-oriented messaging of several large corporations, which is targeted at gaining consumer trust. The study looks into the way corporations design their messages to the public by using various tools (such as linguistic representation and metarepresentation) provided by the communication framework. The main focus is on the communicative aspect of the corporate message since components such as intercultural communication or globalization can reinforce the trust of prospective customers.

Keywords: communication; marketing; semiotics; manipulation theory; commercials (search for similar items in EconPapers)
Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:rau:journl:v:13:y:2018:i:4:p:7-13

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