Configuration Semiotics in integrated marketing communications and its role in the process of Foresight and remembering.

Document Type : Original Article

Author

Lecturer at Department of Public Relations and Advertising, Faculty of Mass Communication, Cairo University.

Abstract

The study seeks to employ semiotic analysis to monitor the characteristics of different configurations of marketing communication messages within the visual field, including the formation of metaphor, to predict their ability to affect the recipient, and that is followed by testing the effect of each of the components under study on the process of insight and memory of the recipient to determine the extent of the accuracy of the semiotic analysis results in predicting.

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