USING SEMIOTICS IN MARKETING: How to achieve consumer insight for brand growth and profits, offers a complete handbook and guide to semiotic research written by Dr Rachel Lawes.

SEMIOTICS TIP OF THE WEEK: Tip 5: BE PRECISE WITH LANGUAGE

There may be times when semiotics requires you to use a more specialised vocabulary. When this happens, help your reader and reduce their cognitive burden.
You may want to use techniques shown in this book such as providing definitions of key words in boxes which are set apart from the rest of the text or providing a glossary at the end. If you are producing a digital document, consider hyperlinking difficult words to help readers access the information they need.
Another way to help readers understand technical language is to be very precise in the way you use it. Form a very clear idea in your mind of what is meant by ‘sign’, ‘code’, ‘need’, ‘trend’, ‘culture’ and any other scientific or para-scientific word that you need to use.

Based on over 20 years experience of delivering semiotics to brand owning clients, Rachel Lawes offers best advice on how to share the findings of semiotics research in a way that audiences will find engaging, easy to understand, and applicable in real-life business situations.

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