Using semiotics in consumer research to understand everyday phenomena
Madeleine Ogilvie and Katherine Mizerski
Edith Cowan University
Introduction
In recent years semiotics has been used to examine consumer behaviour on a range of issues, including fashion, advertising and entertainment (Mick 1986; Mick et al. 1999, 2004; Mick & Oswald 2006), and is re-emerging as a useful framework within which to examine issues of symbolism and meaning within this context. To date, most semiotic studies adopt only one method rather than a more holistic approach. This paper aims to focus on the benefits that can be derived...