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. https://doi.org/10.24308/iass-2014-062

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
Accepted author manuscript
Publisher's version
Publication dates
Published18 Dec 2015
JournalNew Semiotics. Between Tradition and Innovation
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)https://doi.org/10.24308/iass-2014-062
Web address (URL)http://dx.doi.org/10.24308/iass-2014-062

Related outputs

Balenciaga’s controversial new campaign and the long history of ‘shockvertising’
Jones, C.W. 2022. Balenciaga’s controversial new campaign and the long history of ‘shockvertising’. The Conversation.

Decolonising Advertising through content creation, broadcast on social media, to inspire social transformation
Jones, C.W. 2022. Decolonising Advertising through content creation, broadcast on social media, to inspire social transformation. Kate Hamburger Kolleg Aachen: Cultures of Research.

RACISMO Y CLASISMO EN LA PUBLICIDAD MEXICANA Una exposición de mensajes visuales
Jones, C. 2021. RACISMO Y CLASISMO EN LA PUBLICIDAD MEXICANA Una exposición de mensajes visuales. 14th World Congress of the International Association for Semiotic Studies (IASS/AIS). Buenos Aires Argentina 09 - 13 Sep 2019 https://doi.org/10.24308/IASS-2019-5

Racismo y clasismo en la publicidad mexicana
Jones, C. 2021. Racismo y clasismo en la publicidad mexicana. in: Expresiones contemporaneas de los racismos en México. Cuerpos, medios y educación Universidad de Guadalajara Universidad de Guadalajara. pp. 87-128

The World According to Dave Trott: An Interview
Jones, C.W. 2020. The World According to Dave Trott: An Interview. Westminster Papers in Communication and Culture. 15 (2). https://doi.org/10.16997/wpcc.393

Advertising and the Way Forward
Jones, C.W. 2020. Advertising and the Way Forward. Westminster Papers in Communication and Culture. 15 (2), pp. 1-5. https://doi.org/10.16997/wpcc.392

Brands may support Black Lives Matter, but advertising still needs to decolonise
Jones, C.W 2020. Brands may support Black Lives Matter, but advertising still needs to decolonise. The Conversation.

Interrogating Democracy in the Digital Gaze
Jones, C.W. 2020. Interrogating Democracy in the Digital Gaze. International Journal of Creative Media Research. 4. https://doi.org/10.33008/ijcmr.2020.12

La publicidad en México perpetúa el racismo y el clasismo
Jones, C. Forthcoming. La publicidad en México perpetúa el racismo y el clasismo.

Racism and Classism in Mexican Advertising: an Exhibition of Visual Messaging
Jones, C.W. 2019. Racism and Classism in Mexican Advertising: an Exhibition of Visual Messaging. in: Olteanu, A., Stables, A. and Borţun, D. (ed.) Meanings & Co.: the Interdisciplinarity of Communication, Semiotics and Multimodality Springer. pp. 213-266

How advertising through the ages has shaped Christmas
Jones, C. 2019. How advertising through the ages has shaped Christmas. The Conversation.

How Mexican advertising featuring rich white people perpetuates racism and classism
Jones, C. 2019. How Mexican advertising featuring rich white people perpetuates racism and classism. The Conversation.

Racism and Classism in Mexican advertising
Jones, C. 2019. Racism and Classism in Mexican advertising. in: Olteanu, A., Stables, A. and Borţun, D. (ed.) Meanings & Co.: The Interdisciplinarity of Communication, Semiotics and Multimodality Springer. pp. 213-266

Getting ads banned is a planned PR and Advertising strategy
Jones, C. 2018. Getting ads banned is a planned PR and Advertising strategy. The Drum.

Why is the new British Army advert actually a communication success?
Jones, C.W. 2018. Why is the new British Army advert actually a communication success? The Drum.

Personal branding: 'Encoding a personal brand through semiotics: a case study'
Jones, C.W. 2017. Personal branding: 'Encoding a personal brand through semiotics: a case study'. in: Zantides, E. (ed.) Semiotics & Visual Communication ΙΙΙ: Cultures of Branding Cambridge Scholars Publishing.

Personal branding: ‘Encoding a personal brand through semiotics: a case study’
Jones, C.W. 2017. Personal branding: ‘Encoding a personal brand through semiotics: a case study’ . 3rd International Conference and Exhibition on Semiotics and Visual Communication.. Lemesos, Cyprus 03 - 05 Nov 2017 Cambridge Scholars Publishing.

Permalink - https://westminsterresearch.westminster.ac.uk/item/q961q/advertising-tools-and-techniques-appropriated-to-construct-the-global-brand-mr-clean


Share this

Usage statistics

268 total views
186 total downloads
These values cover views and downloads from WestminsterResearch and are for the period from September 2nd 2018, when this repository was created.