Demystifying Semiotics: Some Key Questions Answered
Rachel Lawesdefine Research & Marketing Interenational Plc
Introduction
This paper is titled 'demystifying semiotics' so let me begin by talking a little bit about why semiotics needs demystifying and explaining why I would want to try and do that. On the one hand, semiotics seems to be everywhere you look. It's been around for a long time, it gets at least a cursory mention in the standard textbooks on researching consumer behaviour and there probably isn't a single market research supplier or client who doesn't know of its existence. On the other hand,...