Semiotics, what now, my love?

Virginia Valentine

Semiotics had its first Conference outing in 1983, and since then papers on or about semiotics and semiotic understanding of the issues that confront Market Research have notched up an impressive number of Conference awards.

Semiotics, what now, my love?

Virginia ValentineSemiotic Solutions

PRELUDE

A Short History of Conference Semiotics in 24 years and 12 awards

Semiotics had its first Conference outing in 1983 when Wendy Gordon and I gave a TRB company presentation introducing the Trigger technique of stimulus material.

Trigger stimuli were essentially collage boards, based on what you might call a fledgling semiotic analysis. The market codes, the cultural context – they were all there represented in collage (later mood) boards. As indeed was the theory of notness: if we had a board for 'clean'we'd have an opposite one...

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