Live semiotics: Accessing the worlds of cultural influencers
Gemma JonesSpace Doctors, United Kingdom
Introduction
This paper explores the development of a mobile research application for commercial semiotics and a case study with Virgin Atlantic. It focuses on the commercial applications for immersive, live responses from a global community of 'cultural catalysts' as well as the specific implications and possibilities for market research in the LATAM region.
Commercial semiotics recognizes the importance of cultural context to brands. Brands do not exist simply within their immediate competitive set. Consumers do not experience culture and branded communications separately. Brands are cultural texts...