Intersemiotic Translation of Subliminal Messages in Brand Logos: A Qualitative Experimental Research

Intersemiotic Translation of Subliminal Messages in Brand Logos: A Qualitative Experimental Research

George Damaskinidis, Loukia Kostopoulou
Copyright: © 2021 |Pages: 14
DOI: 10.4018/IJSVR.2021010101
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Subliminal messages play a vital role in attracting the consumer's attention in the world of brands. Visual subliminal messages are designed to be unnoticeable at a conscious level, bypassing the conscious mind and submitting messages directly to the subconscious mind. Although consumers may not actually attempt to decode the semiotic elements of a logo, its interpretation is an intersemiotic act. In this interplay between a logo's visual and verbal aspects, intersemiotic translation provides a useful theoretical framework to investigate subliminal advertising messages. The ability to persuade consumers is a powerful tool in marketing, and subliminal persuasion can affect markets and control consumer behavior. The authors explore consumers' awareness of subliminal messages by focusing on semiotics, symbolism, and persuasion as key issues in the translation of advertisements. Participants were exposed to logos of international brands, and through a structured questionnaire and a semi-structured interview, they were asked to identify their form, color, logo, brand name, or slogan.
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According to Clow and Baack (2007), a logo should be easily identified as a corporate symbol and manage to communicate the intended message. This could be achieved when it is easily recognizable, familiar, elicits a consensual meaning in the target market group and evokes positive feelings. The visual statement of the firm to the world as regards its corporate identity has to do with the way people view the firm and the other way around (Selame and Selame 1975).

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