Question

Section I - 40 Points (10 points each) Please define and explain each of the following set of terms. Define each term and apply your definition to a specific example. Wherever possible, acknowledge authors read in the course so far for their contribution(s) to defining/exemplifying the term(s). a. product vs. brand b. use-value vs. exchange value c. stereotypes d. emotional capital Section II. - 60 points Please respond to the following question in a short essay ("long enough to cover the subject" while also remaining focused on the specific questions posed). Why is semiotic analysis the preferred way of "reading" brands and their significance in our culture? Conduct a semiotic analysis of one of the images, below, specifically explaining the denotative value, connotative value, and the chain of signifiers that become associated with the "brand" as a larger "myth." What broader ideological meaning does the sign convey and how do we know this through visual representation?

Answer 1

a)

Product: Any good manufactured with the intention to be sold. E.g. chocolates

Brand: A name, distinguishing feature, symbol or logo which makes a seller’s products differentiated from its competitor products. E.g. Cadbury is a brand selling chocolates.

b)

Use value: Value of the usefulness derived by the consumer from consuming the product. E.g. water has high use value since it is the source of life and quenches thirst. It is a highly necessary good. It is the qualitative aspect of the value

Exchange value: It is the quantitative aspect of value. It measures how much of something else can be received in exchange of the good in hand. E.g. foreign currencies are always measured in exchange value. That is, how much one foreign currency is worth home currency

c)

Stereotypes: A notion or widely held belief about something. E.g. women are stereotyped as being weaker and less capable than men. These notions may/may not be true

d)

Emotional capital: Emotional capital refers to the value of emotions of an individual or group of individuals for other. For e.g. parents have high emotional capital for their children

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