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. https://doi.org/10.24308/iass-2014-062
| Title | Advertising Tools and Techniques Appropriated to Construct the Global Brand Mr. Clean |
|---|---|
| Authors | Jones, C.W. |
| Type | Conference 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. |
| Keywords | semiotics |
| advertising | |
| brands | |
| branding | |
| Year | 2014 |
| Conference | 12th World Congress of the IASS/AIS |
| Publisher | de Gruyter Mouton |
| Accepted author manuscript | |
| Publisher's version | |
| Publication dates | |
| Published | 18 Dec 2015 |
| Journal | New Semiotics. Between Tradition and Innovation |
| Journal citation | 12 (554-569) |
| ISSN | 2414-6862 |
| Book title | Proceedings of the 12th World Congress of the International Association for Semiotic Studies (IASS/AIS) |
| ISBN | 9789545359439 |
| Digital Object Identifier (DOI) | https://doi.org/10.24308/iass-2014-062 |
| Web address (URL) | http://dx.doi.org/10.24308/iass-2014-062 |