Marketing Semiotics - the Universal Language of E-Consumer

Abstract

This researched aimed to study the perception related to shocking stimuli present in advertising. These visual elements raise the perception of images and brand semiotics perception is facilitated by shocking images and messages. The results from the 3 stages of semi-structured interviews revealed that the semiotic elements identified in Nivea’s and Caribu’s Advertisements such as logos, colors, characters, symbols or language used played an important role because they accentuated perception by transforming an advertising into a shockvertising, creating a strong recall effect in the mind of the consumers.

Keywords

• marketing semiotics
• shocking advertisement
• marketing stimuli