Advertising Tools and Techniques Appropriated to Construct the Global Brand Mr. Clean

Jones, C.W. 2014. Advertising Tools and Techniques Appropriated to Construct the Global Brand Mr. Clean. 12th World Congress of the IASS/AIS. Sofia 16 - 20 Sep 2014 de Gruyter Mouton.

TitleAdvertising Tools and Techniques Appropriated to Construct the Global Brand Mr. Clean
AuthorsJones, C.W.
TypeConference paper
Abstract

As a knowledge worker for over twenty-five years in the advertising system, I created branded communications on behalf of corporations. Using my marketing experience coupled with research into techniques and methods appropriated by the advertising industry I will demonstrate how the creators of brand messaging use advertising tools & techniques to express branded concepts.

In this paper I will examine how and why brand meaning is constructed and shared through the appropriation of advertising tools and techniques in contemporary messaging. First, I will define the concept of “brand”, and its significance. Here, I intend to measure significance in light of the capitalist system (in which it is regulated) characteristic elements. Then I will describe semiotic theory to demonstrate how it can be applied to branded advertising messages. After presenting a history of the Proctor and Gamble manufactured Mr. Clean brand, I will expound the tools and techniques applied to create this global commodity, and how these delivery systems provide the product brand meaning, through signs broadcast to consumers by way of: logos, packaging and advertising messages transmitted through mass media. Thus leading to an increase of sales, that is integral for corporations to grow within the capitalist system.

Keywordssemiotics, advertising, brands, branding
Year2014
Conference12th World Congress of the IASS/AIS
Publisherde Gruyter Mouton
Publication dates
Published02 May 2016
JournalProceedings of the World Congress of the IASS/AIS
Journal citation12 (554-569)
ISSN2414-6862
Book titleProceedings of the 12th World Congress of the International Association for Semiotic Studies (IASS/AIS)
ISBN9789545359439
Digital Object Identifier (DOI)doi:10.24308/iass-2014-062
Web address (URL)http://www.iass-ais.org/proceedings2014/articles.php

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