Abstract
A flexible discipline with a wide range of applications, the scope of the semiological analysis is here discussed first as a ‘global’ tool to assist in marketing communication decision, product choice decision, or in communication strategy planning, whether industrial, advertising or media. The aspect of intercultural marketing communications is also briefly examined. One application of this discipline discussed in detail is that of industrial design. Particular examples taken from the field of car design illustrate how the semiotician can use models derived from Gestalt psychology, linguistics and semantics to analyse car body shapes, chiefly in terms of legibility and expressivity. This research can be undertaken during product development, during test marketing or at any other phase of the product's existence.
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