Semiotika dalam Bidang Manajemen Pemasaran
Journal Title: Jurnal Manajemen dan Kearifan Lokal Indonesia - Year 2017, Vol 1, Issue 2
Abstract
Semiotics is the science which studies signs in human life because human has the ability to give meaning to various social, cultural, and natural phenomenon. Since sign is a part of human culture, semiotics can be used to study human life. Semiotics undergoes development just like other sciences, so too does the application. In marketing management, semiotics is applied in advertising, brand meaning, and product meaning. Presently, consumer buys a product not merely for the function anymore. They are more interested in how the product can express the values they want. Connotation meaning or secondary meaning of a product is more prioritized than its denotation or primary meaning.
Authors and Affiliations
Rini Astuti
Keywords
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- EP ID EP611534
- DOI 10.26805/jmkli.v1i2.13
- Views 93
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