Figure 2 - uploaded by Carmen Llorente Barroso
Content may be subject to copyright.
Source publication
Introducción: La importancia de los logos ha postulado la existencia de una semiótica corporativa en cuanto a código general al que responden semióticas locales débilmente codificadas, por la elevada carga simbólica de estos signos visuales. Metodología: Esta investigación pretende profundizar en la construcción semiótica de los logos y analizar su...
Contexts in source publication
Context 1
... invariance is not preserved either in the position or in the size of the logo, which depends on the medium on which it appears and is adapted to the communication needs of each case. The bitten apple (different from original sin or a mere fruit) acts as a semantic source and allows it to be identified as a unique corporate visual sign, strongly cultured and in which the formal simplicity of the symbol is exalted (Figure 2). The appeal of the golden ratio is cross-cultural, with an innate preference for logos that, besides being inspired by this principle, are supported by nature ( Pittard et al., 2007). ...
Context 2
... the Apple logo transmits a way of being in a contemporary cybernetic culture that, in connection with the biblical story that it recalls, reminiscences the drama of temptation in the face of technological advances (Rix, 2014). The color of this visual sign is not decisive in the current significance of the brand, although it was in the logo designed by Janoff in 1977 ( Figure 2) (Burns, 2018); that multi-chromaticism has remained in the minds of the fans of the brand who continue to share it in their digital communities. Today, the logo acquires flat and neutral monochromes, which it began to use at the end of the 1990s (Figure 2), often depending on the support on which they appear, so the chromes (dominance, luminosity, and saturation) vary according to this support ( Figure 3). ...
Context 3
... color of this visual sign is not decisive in the current significance of the brand, although it was in the logo designed by Janoff in 1977 ( Figure 2) (Burns, 2018); that multi-chromaticism has remained in the minds of the fans of the brand who continue to share it in their digital communities. Today, the logo acquires flat and neutral monochromes, which it began to use at the end of the 1990s (Figure 2), often depending on the support on which they appear, so the chromes (dominance, luminosity, and saturation) vary according to this support ( Figure 3). ...
Citations
... There is no communication without the mediation of meaning, especially as globalisation has resulted in 'the creation of new values' (Rubio, 2022, p. 1). In addition, semiotics and communication coincide around the theory of communication (Parra, 2020); the introduction of semiotics to university studies in communication (Francescutti, 2020); the study of emojis (Vela, 2020); and the significance of logos and their use in digital communication (Llorente-Barroso et al., 2021). Similarly, interpersonal and group communications on WhatsApp have been analysed with semiotics), and social interactions on Instagram have been analysed with sociosemiotics (Gallo & Galmarini, 2021;Moreno Barreneche, 2021). ...
This chapter raises three questions: a) concerns a synthesis of the classic contributions of the reference semiotic authors that are considered when analysing hate speech in social media; b) entails presenting a case study that is analysed precisely with that analysis synthesis; c) shows the usefulness and interest of this type of analysis in investigations of hate speech. It offers a semiotic model for analysing misogynistic and xenophobic hate speech from digital news media on Twitter. The case study comprises the news published by El Mundo (Spain) from its users on social media, and the 33 comments generated, as a reason for this publication, during January 2021. This serves as the basis of semiotic analysis for understanding the phenomenon. The results visualise the semiotic analyses for understanding the dissemination of expressions. This approach thus helps reveal the levels of intensity, the denotative and connotative differences, the destructive-constructive and intertextual nature of messages, and sheds light on the different symbolic structures associated with hate speech.
This study aims to investigate the relationship between brand personality, brand symbolism, self-expressiveness, affective commitment, and brand trust on brand evangelism using data from Telkom University Bandung students. The research model used is structural equation modeling (SEM) with a partial least square (PLS) approach. The results showed that brand trust and affective commitment are the most important antecedents of brand evangelism, followed by brand personality, self-expressiveness, and brand symbolism. Brand trust acts as a mediating variable between brand personality, brand symbolism, self-expressiveness, and affective commitment with brand evangelism. This research has several implications for companies in building brand evangelism. Companies need to build a strong brand personality, use the right symbols, increase self-expressiveness, and build strong emotional relationships with consumers.
In recent decades, the transformation of the communication paradigm has triggered brands to experience new communication formats, in which users have gained significant relevance on account of their capacity to influence purchase decisions and brand image through their content shared via e-WOM. It is therefore essential that knowledge about the involvement of consumers in the generation of brand value as a result of their content and experiences shared through e-WOM be further explored. The review allows the definition of a user as micro influencer, on account of their high degree of credibility and trust. As a key conclusion, a conceptual model is proposed outlining the relevance of consumers within the communication strategies of brands, and identifying recommendations for generating positive e-WOM and mitigating negative e-WOM.
Penelitian ini bertujuan untuk menganalisis pengaruh brand semiotics terhadap brand trust pada produk fast moving consumer goods yang di mediasi oleh brand experience serta menganalisis pengaruh brand trust terhadap purchase intention. Sampel yang digunakan dalam penelitian ini berjumlah 210 responden dengan teknik pengambilan sampel yaitu menggunakan purposive sampling. Penelitian ini dilakukan dengan membagikan kuesioner secara online dengan menggunakan google form. Pengujian hipotesis penelitian dilakukan dengan Structural Equation Model (SEM) dengan software yang digunakan AMOS. Hasil penelitian menunjukkan brand semiotics berpengaruh positif terhadap sensory brand experience, brand semiotics berpengaruh positif terhadap affective brand experience, brand semiotics berpengaruh positif terhadap cognitive brand experience, sensory brand experience berpengaruh positif terhadap brand trust, cognitive brand experience berpengaruh positif terhadap brand trust dan brand experience memediasi pengaruh brand semiotics terhadap brand trust. Sementara itu, tidak ditemukan adanya pengaruh positif affective brand experience terhadap brand trust. Hasil penelitian ini akan membantu dalam mengembangkan niat beli konsumen terhadap fast moving consumer goods yang memungkinkan akademisi dan manajer pemasaran dalam menetapkan strategi untuk meningkatkan niat beli konsumen pada produk fast moving consumer goods. Kata Kunci : Brand semiotics, sensory brand experience, affective brand experience, cognitive brand experience, brand trust, dan purchase intention.
