Advances in Brand Semiotics & Discourse Analysis

A volume of high-level interdisciplinary scholarship, which provides an original collection of conceptual and methodological chapters that showcase discourse analytic and semiotic perspectives in branding research.

Prof. Dr. David Machin

Professor of Linguistics at the Institute of Corpus Studies and Applications, Shanghai International Studies University, China

Co-editor of the peer-reviewed Taylor & Francis journal 'Social Semiotics'

In the last decade, George Rossolatos has not only been one of the most active researchers in the field of brand analysis from a semiotic perspective, but he has also been an active player in the creation of international exchange networks. “Advances in Brand Semiotics and Discourse Analysis” is a polyphonic volume that integrates a spectrum of brand studies from semiotic and discourse analytic perspectives that promotes inter-disciplinary dialogue. The book also works as an up-to-date map of branding research that, even if focused on meaning production and interpretation processes, expresses a spirit of “interdisciplinary cross-fertilization” that goes beyond traditional semio-discursive perspectives. “Advances in Brand Semiotics and Discourse Analysis” will interest communication and marketing researchers, but also undergraduate and postgraduate students who will find excellent analysis and theoretical contributions in its pages.

Prof. Dr. Carlos Alberto Scolari

Professor, Department of Communication

Universitat Pompeu Fabra, Barcelona, Spain

This is the go-to resource for brand semiotics and discourse analysis. Stimulating, covering a broad range of topics and approaches, this collection is intellectually forward.

Prof. Dr. Gwen Bouvier, Institute of Corpus Studies and Applications, Shanghai International Studies University, China

In this volume, George Rossolatos proves once again his unique vision as a major figure in the field of brand semiotics, a frontier in the application of general semiotics. This volume brings together brand semiotics and discourse analysis in an intriguing way that foregrounds storytelling, effectively contributing to our understanding of what semiotics can do for brands. The scholarship of this volume is outstanding, with a refreshing dual approach to brand semiotics compared to the mainstream. This volume will prove to be highly useful for scholars, students and practitioners in analyzing and designing brands.

Dr. Hongbing Yu, Assistant Professor, Toronto Metropolitan University, and Managing Editor of Chinese Semiotic Studies