Jump to ContentJump to Main Navigation
Marketing SemioticsSigns, Strategies, and Brand Value$
Users without a subscription are not able to see the full content.

Laura R. Oswald

Print publication date: 2012

Print ISBN-13: 9780199566495

Published to Oxford Scholarship Online: April 2015

DOI: 10.1093/acprof:osobl/9780199566495.001.0001

Show Summary Details
Page of

PRINTED FROM OXFORD SCHOLARSHIP ONLINE (www.oxfordscholarship.com). (c) Copyright Oxford University Press, 2020. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in OSO for personal use. date: 30 May 2020

The Semiotics of Consumer Space

The Semiotics of Consumer Space

(p.148) 6 The Semiotics of Consumer Space
Marketing Semiotics

Laura R. Oswald

Oxford University Press

This chapter explains Signscapes as the dimension which transcends the physical environment where consumers experience brand value. It also explores the basic principles of spatial semiotics and shows a research methodology for decoding the spaces of consumption. The consumer uses his subjective processes to transform these spaces of consumption into his own personal space. The “place” of consumption is formed by the act of interpretation transforming it to fit into the personal expectations, intentions, and memories of the consumer. These spaces of consumption can be exploited through visual images: for example, stark, primary colors, jagged forms, and chaotic forms can elicit the sharp stabbing effects of pain. On the other hand, soft, flowing streams of color, including red and pink, can soothe and relieve pain. For the strategists, by using semiotics of space, the parallels between consumer environment, language, and codes can cause consumer participation and action.

Keywords:   Signscapes, brand value, spaces of consumption, semiotics of space

Oxford Scholarship Online requires a subscription or purchase to access the full text of books within the service. Public users can however freely search the site and view the abstracts and keywords for each book and chapter.

Please, subscribe or login to access full text content.

If you think you should have access to this title, please contact your librarian.

To troubleshoot, please check our FAQs , and if you can't find the answer there, please contact us .