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Semiotics studying signs unites linguistics and social sciences, which allows considering traditions, behavior patterns, and other social phenomena as sign systems. Thanks to semiotics, one can track the ways of subconscious interpretation of different messages a process that relies on emotions. Daily routines and rituals are also full of various signs. For example, Norton (2012) discusses the semiotics of shopping in molls and at home. The article was initially written in 1993, and the author discussed such ways as using catalogs and television sales (Norton, 2012). Then, merchants had to tell a specific story behind their products and unite buyers into categories. Given the pace of advertising and brand development, todays consumer requirements are much higher. This fact and Nortons text inspire further study of semiotics in marketing. Although the use of semiotics in marketing may be inconspicuous to audiences, its application requires considerable preparation and planning and can bring many benefits.
Today, due to the excess of goods, it is difficult to surprise the consumer, and therefore it is increasingly difficult for manufacturers to solve the issue of positioning their brands. This problem is solved mainly through marketing and advertising methods, and as a result, thousands of messages are fighting for peoples attention. Despite their fame, even large companies should change and adjust to modern trends, particularly support a positive brands image and have something more than attractive products. This paper analyzes the commercial of the famous company Adidas and its signs, which reflect some key modern trends and demands in brand development.
The advertisement may include signs representing the result of the interaction of language and images. The task of the image is to consolidate the buyers consciousness, and the language clarifies the created image. For example, pasta decorated in red, white, and green tones with a bright name can consolidate the image of Italian dishes that can be prepared with the brands products. Brands can also tie images to emotions and feelings through which people identify themselves. For example, a video that demonstrates a fearless and attractive woman using brand perfume attracts those who want to be confident and beautiful in the same way. Thus, to attract attention, the brand must develop a persons individuality and give pleasure to self-consciousness.
The studied promotional video from Adidas focuses on protecting the environment and reducing plastic waste. The video was released in March 2021 and features a new model of Stan Smith sneakers Stan Smith, Forever (Adidas Originals, 2021). The videos plot is based on the fact that each person can contribute to the cleansing of the planet, and joint efforts can bring the most significant result. The feature of advertising is collaborations with cult characters of such companies as Disney, Star Wars
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