IDEAS home Printed from https://ideas.repec.org/a/ovi/oviste/vxxiy2021i2p807-815.html
   My bibliography  Save this article

Marketing Semiotics - the Universal Language of E-Consumer

Author

Listed:
  • Adriana Manolica

    (“Alexandru Ioan Cuza†University of Iași)

  • Alexandra Florescu

    (“Alexandru Ioan Cuza†University of Iași)

  • Beniamin-Vladut Faraonel

    (“Alexandru Ioan Cuza†University of Iași)

Abstract

This researched aimed to study the perception related to shocking stimuli present in advertising. These visual elements raise the perception of images and brand semiotics perception is facilitated by shocking images and messages. The results from the 3 stages of semi-structured interviews revealed that the semiotic elements identified in Nivea’s and Caribu’s Advertisements such as logos, colors, characters, symbols or language used played an important role because they accentuated perception by transforming an advertising into a shockvertising, creating a strong recall effect in the mind of the consumers.

Suggested Citation

  • Adriana Manolica & Alexandra Florescu & Beniamin-Vladut Faraonel, 2021. "Marketing Semiotics - the Universal Language of E-Consumer," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(2), pages 807-815, December.
    • Handle: RePEc:ovi:oviste:v:xxi:y:2021:i:2:p:807-815
    as

    Download full text from publisher

    File URL: https://stec.univ-ovidius.ro/html/anale/RO/2021-2/Section%204/33.pdf
    Download Restriction: no
    ---><---

    More about this item

    Keywords

    Marketing semiotics; shocking advertisement; Marketing stimuli;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • R59 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - Regional Government Analysis - - - Other
    • Z18 - Other Special Topics - - Cultural Economics - - - Public Policy

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ovi:oviste:v:xxi:y:2021:i:2:p:807-815. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Gheorghiu Gabriela (email available below). General contact details of provider: https://edirc.repec.org/data/feoviro.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.