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Marketing Communications Theory & Practice - Case Study Example

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This work called "Marketing Communications Theory & Practice" describes the advertisement of Irish beer Guinness in detail using the semiotic theory. The author outlines that the advertisement appeals to the emotions of the people of Ireland and successfully links the advertisement of the pint of Guinness with the game of Rugby. …
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Marketing Communications Theory & Practice
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Download file to see previous pages However, this particular flavor of the beer is a relatively new addition and was introduced in only the mid 20th century. In the year 1997 Guinness merged the Grand metropolitan in order to form one of the largest multinational alcoholic drink s companies known as Diageo.
The advertisement that is talked about in the following pages was used by Guinness in the year 2007. It was in this year that Guinness sponsored the Irish Rugby team. In order to celebrate this event, Guinness created the poster. The company has used over time various objects carefully in order to depict a pint of Guinness which is recognized as a dark glass with a white foamy head. In the following pages this advertisement is studied in detail using the semiotic theory.
Semiotics is the learning of science. This science was proposed in the early 1900s by the Swiss linguist and the American linguist and the American named Pragmatist Charles Anders pierce (Chandler, 2014). Secure argued in his theory that there was no necessary relationship between that which carries the meaning that is the word signifier and the actual meaning that is the signified (Chandler, 2004). For example, the word car may not mean cars. It is just so that in English the cars are meant by the combination of the symbols C, A, and R. Pierce’s idea on semiotics, on the other hand, distinguishes between three different kinds of sign icon, index, and symbol (Bignell, 2002). Whether a sign belongs to one kind of category is dependent on the nature of its relationship in between the sign itself which is called the referent and the actual meaning (Crow, 2002). For example, the icon is the sign that stands for an object by resembling it. The examples are pictures maps, diagrams, etc. The thing that links icon to its object is similarity (Manning, 2012). The index is referred to as the object not by a similarity relation but by an actual causal link in between the sign and its object. For example, smoke is an index of fire (Martin, 2006). A mark of fever on the thermometer is related to body temperature. The relation between the sign and the object is actually in that the sign and the object have something in common (Beasley, and Danesi, 2002). The object refers to the sign. Finally, Symbols are referred to as the object by virtue of law, rule, or convention. All its propositions and texts are obvious examples in that no similarity or causal link is suggested (Danesi, 2007). Signs can be considered by the sign users in an unlimited way independent of any physical relationship with the sign user. This point is of crucial importance and lays the foundation for a semiotic view of cognition in humans (Leeuwen, 2005).  ...Download file to see next pagesRead More
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