Using semiotics to build powerful brands for children

Abstract

Shows how semiotics can be used to see the relationship between children and their development, on the one hand, and the culture that structures how they think and feel, on the other. Develops a “brand mirror” for today’s children to express the self image they see encoded in various semiotic “languages”. Illustrates this by the example of Nike sportswear, whose messages encode an image of empowerment through sports, and especially the success of Black sportspeople despite adversity; as children are relatively powerless they can identify with this, and the brand has helped in the promotion of Black culture. Moves on to the second example of Peperami, whose successful marketing was semiotically built on two meaning systems of “meatness” and “snackness”.

Citation

Valentine, V. (2003), "Using semiotics to build powerful brands for children", Young Consumers, Vol. 4 No. 2, pp. 9-16. https://doi.org/10.1108/17473610310813753