IDEAS home Printed from https://ideas.repec.org/a/rau/journl/v13y2018i4p7-13.html
   My bibliography  Save this article

A Semiotic Approach To Marketing Communication

Author

Listed:
  • Ana Mihaela Istrate

    (Romanian American University)

  • Roxana Bîrsanu

    (Romanian American University)

Abstract

Large corporations, both domestic and international, such as Coca-Cola Co. or Bitdefender are well aware that corporate communication can and should be used as an effective tool for highlighting company identity and reputation, since the consistent image of a company is the first step towards a good relationship with the customers. This article aims at analyzing consumer-oriented messaging of several large corporations, which is targeted at gaining consumer trust. The study looks into the way corporations design their messages to the public by using various tools (such as linguistic representation and metarepresentation) provided by the communication framework. The main focus is on the communicative aspect of the corporate message since components such as intercultural communication or globalization can reinforce the trust of prospective customers.

Suggested Citation

  • Ana Mihaela Istrate & Roxana Bîrsanu, 2018. "A Semiotic Approach To Marketing Communication," Romanian Economic Business Review, Romanian-American University, vol. 13(4), pages 7-13, december.
    • Handle: RePEc:rau:journl:v:13:y:2018:i:4:p:7-13
    as

    Download full text from publisher

    File URL: http://www.rebe.rau.ro/RePEc/rau/journl/WI18/REBE-WI18-A1.pdf
    Download Restriction: no
    ---><---

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:rau:journl:v:13:y:2018:i:4:p:7-13. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Alex Tabusca (email available below). General contact details of provider: https://edirc.repec.org/data/ferauro.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.