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Marketing Semiotics in the Digital Age

Marketing Semiotics in the Digital Age

Tuğba Özbölük, Ramazan Kurtoğlu
Copyright: © 2019 |Pages: 18
ISBN13: 9781522557784|ISBN10: 1522557784|ISBN13 Softcover: 9781522587514|EISBN13: 9781522557791
DOI: 10.4018/978-1-5225-5778-4.ch003
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MLA

Özbölük, Tuğba, and Ramazan Kurtoğlu. "Marketing Semiotics in the Digital Age." The Role of Language and Symbols in Promotional Strategies and Marketing Schemes, edited by Manuela Epure and Lorena Clara Mihăeş, IGI Global, 2019, pp. 47-64. https://doi.org/10.4018/978-1-5225-5778-4.ch003

APA

Özbölük, T. & Kurtoğlu, R. (2019). Marketing Semiotics in the Digital Age. In M. Epure & L. Mihăeş (Eds.), The Role of Language and Symbols in Promotional Strategies and Marketing Schemes (pp. 47-64). IGI Global. https://doi.org/10.4018/978-1-5225-5778-4.ch003

Chicago

Özbölük, Tuğba, and Ramazan Kurtoğlu. "Marketing Semiotics in the Digital Age." In The Role of Language and Symbols in Promotional Strategies and Marketing Schemes, edited by Manuela Epure and Lorena Clara Mihăeş, 47-64. Hershey, PA: IGI Global, 2019. https://doi.org/10.4018/978-1-5225-5778-4.ch003

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Abstract

The nature of communication has begun to change dramatically, as face-to-face communication has gradually been replaced by online communication. People's need to express their emotions and thoughts more visually than ever before has triggered an evolution in communication, from verbal to visual. In this sense, the importance of symbols and icons in communication is continuously increasing. Furthermore, this change can be closely related to the marketing discipline. Therefore, this chapter focuses on semiotics as the field of research that studies symbols as an essential part of marketing communication in the digital age.

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