#Semiotics tip of the day: Identify the Norms

by Feb 6, 2020Semiotics

identifySemiotics tip of the day: use #semiotics to identify the norms or conventional rules surrounding things, then break the rules. It’s a great way to get consumers’ attention.

One simple way to find and break a rule is to dramatically alter the size of products. #Consumers have been well-trained by #brands to have a clear idea of what size things should be. We all know what to expect of a can of beans, a bottle of shampoo, a box of laundry detergent, a bar of chocolate.

Examples of rule-breaking:
• An enormous lollipop tree in a London toy shop attracted as much attention from adults as from kids.
• A maker of household products started to issue tiny replicas as gifts with purchase and was surprised by the enthusiasm with which consumers in South Africa began to collect them.
• A hotel delighted guests by placing hugely over-sized, throne-like chairs in its lobby. The chairs were so large that an adult who sat in them appeared to be tiny, a bit like Alice in Wonderland. These chairs were not only fun to sit in, they created a perfect photo opportunity for the consumer who likes to share their holiday on Instagram. In this way, the hotel effectively generated free advertising for itself.

My new book, Using Semiotics in #Marketing, is out 3 March.

0 Comments

Submit a Comment

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.

Other posts

Webinar: Association for Qualitative Researchers

Webinar: Association for Qualitative Researchers

  Ever wondered how ad agencies use semiotics? Matt Gladstone Strategy Partner of GREY London and Dr Rachel Lawes, author of ‘Using Semiotics in Marketing’ interviewed by Louella Miles in an exclusive AQR webinar. What can semiotics do? What semiotics can do is going...

#Semiotics tip of the day: Earn the trust of clients

#Semiotics tip of the day: Earn the trust of clients

 #Semiotics tip of the day: Earn the trust of clients by respecting their intelligence. Use precise language and try not to exaggerate. • Make claims which are coherent. If you claim to have measured something, it must be capable of being measured: it is fixed,...

#Semiotics tip of the day

#Semiotics tip of the day

 #Semiotics tip of the day: here's a tool to stimulate your imagination and help you identify conventional expectations of products and categories. Digitally or on paper, cut out the logo of your client's #brand or competitor brands. Take some #advertising from...

Semiotics Tip – Wreck This Advertising

Semiotics Tip – Wreck This Advertising

 #Semiotics tip of the day: here's a tool to stimulate your imagination and help you identify conventional expectations of products and categories. Digitally or on paper, cut out the logo of your client's #brand or competitor #brands. Take some #advertising from...

© 2019 Lawes Consulting. All rights reserved.
Website By the Scruff

This site uses cookies. Please read our updated Privacy and cookie policy.