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Marketing SemioticsSigns, Strategies, and Brand Value$
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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

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The Semiotics of Consumer Space

The Semiotics of Consumer Space

Chapter:
(p.148) 6 The Semiotics of Consumer Space
Source:
Marketing Semiotics
Author(s):

Laura R. Oswald

Publisher:
Oxford University Press
DOI:10.1093/acprof:osobl/9780199566495.003.0007

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

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