Introduction – brands and meaning
It would appear that self-evident brands have something to do with meaning. Indeed, the very purpose of marketing is to "add value" to products, and this involves giving them additional meaning for the consumer. This article will consider the model of meaning-making that is dominant in our culture and will outline an alternative, and semiotic, understanding of how meaning is formed. The model that will be considered can be found in the semiotics of Charles Peirce. This article will not attempt, as a result, to evaluate the various messaging models that exist in the advertising...