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The application of social semiotic theory to visual elements within corporate positioning material and the development of a viable methodology

The application of social semiotic theory to visual elements within corporate positioning... This paper selects social semiotic and critical discourse concepts and argues their suitability as an analytical technique for application to the visual elements in corporate positioning literature. Based upon these arguments the paper develops a methodology for use by senior practitioners. The motivation was informed by the author’s belief that despite the increasing importance of the visual as opposed to written comunication many practitioners, because of their background in the written word, have difficulty expressing their corporate positioning messages in visual terms. Visual elements in this case refer to photographs, design systems, page layouts and the materiality of the text. The author suggests that, through the use of templates, informed practitioners can evolve a visual grammar that will help reduce subjective decision making and thus improve meaning transfer. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Communication Management Emerald Publishing

The application of social semiotic theory to visual elements within corporate positioning material and the development of a viable methodology

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Publisher
Emerald Publishing
Copyright
Copyright © 2004 Emerald Group Publishing Limited. All rights reserved.
ISSN
1363-254X
DOI
10.1108/13632540410807772
Publisher site
See Article on Publisher Site

Abstract

This paper selects social semiotic and critical discourse concepts and argues their suitability as an analytical technique for application to the visual elements in corporate positioning literature. Based upon these arguments the paper develops a methodology for use by senior practitioners. The motivation was informed by the author’s belief that despite the increasing importance of the visual as opposed to written comunication many practitioners, because of their background in the written word, have difficulty expressing their corporate positioning messages in visual terms. Visual elements in this case refer to photographs, design systems, page layouts and the materiality of the text. The author suggests that, through the use of templates, informed practitioners can evolve a visual grammar that will help reduce subjective decision making and thus improve meaning transfer.

Journal

Journal of Communication ManagementEmerald Publishing

Published: Oct 1, 2004

Keywords: Social semiotics; Discourse; Vectoring; Coding

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