Semiotics, Discourse Analysis: Renewing the Meaning of the TV Licence

This presentation looks at semiotics, the study of signs and symbols, and seeks to understand its power for creative development.

  • It requires recognising that brands are also symbols and are inseparable from the culture that surrounds them.
  • When branding, contradictory tone of voice and language can undermine effective messaging and this presentation provides insight on the importance of nuanced symbolic messaging for successful advertising.
  • The presentation recommends the combining of culturally relevant text and imagery to ensure maximum ROI.
  • It includes is a practical case study for the UK TV Licensing campaign....

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