|Chapter title||Personal branding: ‘Encoding a personal brand through semiotics: a case study’|
Semiotics is usually used to decode, whether it is images, words, or concepts. However, this research through practice explores how to ‘encode,’ and specifically encoding visual messaging using semiotics, by appropriating the theories used in semiotics and applying them to ‘advertising tools and techniques’ to encode branded messaging. Some of the thoughts from the following theorists are applied to the tools and techniques used in advertising: Roland Barthes and his views on popular culture; Kress and Van Leeuwens’s theories on the grammar of visual design; Canadian Marcel Danesi’s semiotic interpretation of advertising and branding, along with Stuart Hall’s observations on encoding/decoding, and Eco’s perspective on sign production. This case study deals with a personal brand named El Crayolas that was created and encoded from 2013 to 2015 in Mexico City.
|Keywords||Brand, advertising, encoding, tools, techniques, design, capitalism.|
|Book title||Semiotics & Visual Communication ΙΙΙ: Cultures of Branding|
|Publisher||Cambridge Scholars Publishing|
|Published||01 Dec 2019|