Semiotic Marketing in the New Year
Semiotics is the study of signs and symbols, and how meaning is created within them. In other words, think of every logo, slogan, and ad design being a 'sign' to represent something else. The meaning is not locked inside the sign itself; it comes up from the cultural context in which it would appear. By analyzing cultural codes, you can gauge how different segments of your audience might perceive your choices. What feels whimsical to one group might seem trivial to another. Semiotics ensures your brand speaks authentically to everyone.
The Phenomenology of Advertising
Even a pedestrian understanding of Hegelian philosophy gives one immediate access to a higher level of generalistic knowledge. For those working in creative fields and for those who consume the output of creative fields alike, that is an asset that cannot be overstated. Only a more holistic philosophical framework for weighing the deluge of ideology hefted at us every minute of every day can break one from the confines of the common view which sees every thing, idea, and person we encounter as fully formed, static, and rigidly defined as opposed to a momentary and blurry capture of a greater, continuous process.