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首页> 外文期刊>International journal of signs and semiotic systems >Ego Meets Alter and Alius on the Marketplace: New Directions in the Cultural Semiotics of Brand Communication
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Ego Meets Alter and Alius on the Marketplace: New Directions in the Cultural Semiotics of Brand Communication

机译：自我在市场上遇见Alter和Alius：品牌传播的文化符号学的新方向

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摘要

Marketing is always a kind of inter-cultural communication, in the sense defined by the semiotics of culture: a message from someone in a group who says “I” to a group he sees as “You” or “Them”. But marketing is also an inter-cultural message in a narrower sense: it often emanates from a global company, which needs to sell a product on a local market. To do so, it may also make use of classical group values, notably national identities, which it can ascribe to the products it wants to sell. In the first part of this article, the author discusses communication within the framework of cultural semiotics, with a particular emphasis on the marketing situation. In the second part, the author looks at particular cases of visual rhetoric, in which cultural values are used to sell specific products. These are exemplified by the ascription of European values to a Swedish product (Absolut Vodka), and Swedish values to a product most of the time produced elsewhere (IKEA), as well as the assignment of American values to a Turkish service provider.
机译：在文化符号学的定义下，营销始终是一种跨文化的交流：从一组说“我”的人到他认为是“您”或“他们”的组的信息。但是从狭义上讲，营销也是一种跨文化的信息：它通常来自一家跨国公司，该公司需要在本地市场上销售产品。为此，它还可以利用经典的群体价值，尤其是民族身份，可以将其归因于其要销售的产品。在本文的第一部分中，作者讨论了在文化符号学框架内的交流，特别着重于营销情况。在第二部分中，作者研究了视觉修辞的特殊情况，其中文化价值被用于销售特定产品。欧洲价值观被赋予瑞典产品（Absolut Vodka），瑞典价值观被赋予大部分时间在其他地方生产的产品（IKEA），以及美国价值观向土耳其服务提供商的归属，这就是例证。

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