Semiotics and Marketing: A Case Study of the Renault Co. on Iranian Market
Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Jean Baudrillard (1968) suggests that “An object (Fr. objet) must become a ‘sign’ in order to be consumed” (Umiker-Sebeok 46). Following Baudrillard, the aim of this study is to investigate how considering a product as sign is associated with product consumption and consequently how marketers apply semiotics to analyse a product and a market in order to know customer’s needs and to understand the market potential. Manufacturers exploit customers’ needs and the market potential to launch a new product or modify their current products. From this, the customers’ buying intentions can be raised and a product will be consumed. In this case, the importance role of the semiotics as a tool in marketing comes into consideration. Moreover, the fundamental role of interpretation as culture specific in order to make signs meaningful is an important aspect of the semiotic analysis of product and market.
Place, publisher, year, edition, pages
2011. , 63 p.
Social Sciences Specific Languages
IdentifiersURN: urn:nbn:se:liu:diva-69205ISRN: LIU-IKK/MPLCE-A--11/03--SEOAI: oai:DiVA.org:liu-69205DiVA: diva2:424533
Subject / course
Master's Programme in Language and Culture in Europe
2011-05-24, 14:30 (English)
Anward, Jan, Prof.