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VISUAL STRATEGY: the accessibility of organizational core values by an advertisement’s visual and textual dimensions - a semiotic analysis of the European ‘denim & jeans’ market.

Fioravanti, Denise LU (2020) SKOM12 20201
Department of Strategic Communication
Abstract
Organizations are currently facing an image-centered culture, where people are overwhelmed by pictures. Due to the high level of intensity and constant exposition to such material more and more people are normalizing the images that they are exposed to. Organizations’ communication is then lost inside the background noise, failing to be remembered by their target audience and especially to contribute to the fulfillment of the organization’s goals because of lacking the visual strategy approach. On these premises, the study aims to investigate how are visual advertising strategically promoting the organizational identity in terms of core values. Building on Barthes’ semiotic system and Eco’s textual theories, the framework is used to... (More)
Organizations are currently facing an image-centered culture, where people are overwhelmed by pictures. Due to the high level of intensity and constant exposition to such material more and more people are normalizing the images that they are exposed to. Organizations’ communication is then lost inside the background noise, failing to be remembered by their target audience and especially to contribute to the fulfillment of the organization’s goals because of lacking the visual strategy approach. On these premises, the study aims to investigate how are visual advertising strategically promoting the organizational identity in terms of core values. Building on Barthes’ semiotic system and Eco’s textual theories, the framework is used to analyze the condition of accessibility between the advertisement’s visual and textual dimension and its referential world in terms of the organization’s core values. Eight different advertisements belonging to eight different brands among the ‘denim & jeans’ European market are analyzed. The findings demonstrated that visual strategy is still quite overlooked by organizations, easily sacrificed to the aesthetics and rhetorical forms to create memorable advertisements that do not help strategically the organisations. Moreover, without this approach, an organization risks sending wrong messages, damaging its identity among the audience. For last, the study argued how in reality visual strategy works synergically with the other areas of visual strategic communication in the development of strategically efficient communication, giving them purpose. Further researches are needed to generate more knowledge about this neglected area of strategic communication, in particular long term study to investigate how and if the employment of purposeful advertising could effectively close the gap between stakeholders’ perceptions and desired organizational identity in the long run. (Less)
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author
Fioravanti, Denise LU
supervisor
organization
course
SKOM12 20201
year
type
H2 - Master's Degree (Two Years)
subject
keywords
Barthes, Eco, advertising, accessibility, core values, organisational identity, visual strategy, strategic communication
language
English
id
9016359
date added to LUP
2021-02-01 09:35:16
date last changed
2021-02-01 09:35:16
@misc{9016359,
  abstract     = {Organizations are currently facing an image-centered culture, where people are overwhelmed by pictures. Due to the high level of intensity and constant exposition to such material more and more people are normalizing the images that they are exposed to. Organizations’ communication is then lost inside the background noise, failing to be remembered by their target audience and especially to contribute to the fulfillment of the organization’s goals because of lacking the visual strategy approach. On these premises, the study aims to investigate how are visual advertising strategically promoting the organizational identity in terms of core values. Building on Barthes’ semiotic system and Eco’s textual theories, the framework is used to analyze the condition of accessibility between the advertisement’s visual and textual dimension and its referential world in terms of the organization’s core values. Eight different advertisements belonging to eight different brands among the ‘denim & jeans’ European market are analyzed. The findings demonstrated that visual strategy is still quite overlooked by organizations, easily sacrificed to the aesthetics and rhetorical forms to create memorable advertisements that do not help strategically the organisations. Moreover, without this approach, an organization risks sending wrong messages, damaging its identity among the audience. For last, the study argued how in reality visual strategy works synergically with the other areas of visual strategic communication in the development of strategically efficient communication, giving them purpose. Further researches are needed to generate more knowledge about this neglected area of strategic communication, in particular long term study to investigate how and if the employment of purposeful advertising could effectively close the gap between stakeholders’ perceptions and desired organizational identity in the long run.},
  author       = {Fioravanti, Denise},
  keyword      = {Barthes,Eco,advertising,accessibility,core values,organisational identity,visual strategy,strategic communication},
  language     = {eng},
  note         = {Student Paper},
  title        = {VISUAL STRATEGY: the accessibility of organizational core values by an advertisement’s visual and textual dimensions - a semiotic analysis of the European ‘denim & jeans’ market.},
  year         = {2020},
}