CFP: International Journal of Marketing Semiotics


We are pleased to announce the official launch of the International Journal of Marketing Semiotics (

The mission of the International Journal of Marketing Semiotics is to constitute a reference point in state-of-the-art academic research in the field of marketing semiotics, by enhancing the relevance of semiotic theories and methodologies across the entire marketing mix, with a dual orientation towards furthering existing theory, while safeguarding managerial saliency.



The International Journal of Marketing Semiotics is an open-source academic journal that aims to cover a wide spectrum of interdisciplinary marketing/semiotics research streams, spanning:

– Conceptual approaches by drawing on different semiotic perspectives (i.e. Peircean, structuralist, post-structuralist, sociosemiotics, cultural, textual, visual, multimodal) to the 5 P’s.

– Novel semiotically informed methodological frameworks for conducting research into packaging design and competitive packaging analysis, new product development, product/service/retail branding, brand identity development, brand equity, pricing, advertising, IMC development and competitive analysis, consumer behavior (offline and online).

– Comparing and contrasting existing marketing research conceptual and methodological frameworks with semiotic ones.

– Cross-disciplinary approaches on marketing research issues that combine semiotics with perspectives from the social sciences and the humanities, such as narrative analysis, psychoanalysis, anthropology, sociology.

The International Journal of Marketing Semiotics welcomes both conceptual and applied semiotic research, provided that semiotic perspectives have been applied rigorously in the concerned marketing issues and are sufficiently informed by relevant literature, stemming from within both semiotics and marketing disciplines.

The International Journal of Marketing Semiotics intends to host academically rigorous research papers, but also to provide a forum where marketing semiotics agencies may publicize case studies of projects they have undertaken for clients.

Editorial Board

Ana Côrte-Real (Professor of Marketing and Semiotics, Universidade Católica, Portugal)

Bent Sørensen (Independent Peirce scholar and co-editor of Signs: International Journal of Semiotics)

Fernando Santos (Design Semiotician, Founder of agency, Portugal)

Fredrik Goffhe (Designer, Visual Semiotician and Co-Founder of Formal Design agency)

George Rossolatos (PhD Researcher in Semiotics of Brand Equity, University of Kassel, Germany and founder of disruptiVesemiOtics agency)

John Murphy (Cultural Anthropologist and Semiotic Consultant at Truth agency, England)

Kristian Bankov (Professor of Semiotics, New Bulgarian University, Bulgaria)

Malcolm Evans (Visiting lecturer in Marketing Semiotics and Founder of Space Doctors semiotic agency, England)

Ricardo Nogueira de Castro Monteiro (Professor of Semiotics, Universidade Anhembi Morumbi, Brazil)

Torkild Thellefsen (Associate Professor, The Royal School of Library and Information Science, Denmark)

International Advisory Board

Göran Sonesson (Professor of Semiotics, Lund University, Sweden and Secretary General of the International Association for Visual Semiotics)

Paul Cobley (Professor of Semiotics and Communications, London Metropolitan University, England and Vice-President of the International Association for Semiotic Studies)

Philip Kitchen (Professor of Marketing, Brock University, Canada)



International Journal of Marketing Semiotics

The import of semiotics in the study of brands has been proliferating over the past twenty years, from academics and practitioners alike. By virtue of semiotics’ ability to account for the processes whereby meaning is generated, it constitutes the discipline par excellence for addressing the issue of brand signification.

Semiotic approaches to branding have been furnished both from within the semiotics (i.e. Floch, Semprini) and the consumer research (i.e. Mick & McQuarrie, Stern, Williamson) disciplines. Semiotic approaches have been incumbent on different perspectives in the semiotic literature, such as Peirceanism, Structuralism (i.e. Saussure, Barthes, Greimas, Fontanille), Social Semiotics (i.e. Kress and Leeuwen). Semiotics have been applied in various research areas within the wider branding field of research, including brand identity and brand image, advertising copy development, advertising encoding and decoding, retail branding, media messages, package design, to name a few. Particular focus has been laid on the differences between different modes of semiosis in terms of modality (verbal, oral, visual, olfactory etc.), the interaction among modalities, the conditions of signification and the wider cultural practices that have given rise to particular modes of semiosis. The usefulness of semiotics consists both in furnishing a typological classification of brands as signs, as well as a conceptual and methodological platform for designing and managing brands as sign systems. As an applied market research tool, semiotics have been used either as a standalone research method or in combination with other qualitative and quantitative research techniques. Semiotic concepts have been used in order to single and map out cultural codes, product languages, consumer typologies, but also with view to yielding an epistemologically robust ground, on which brand structures, alternative communication routes and packaging code systems may be edified.

The International Journal of Marketing Semiotics aims to host state-of-the-art research alongside the major above-mentioned research streams, with an emphasis on:

– Brand identity and brand image

– Advertising communications development and effectiveness

– New product development

– Packaging design

– Retail branding

Both conceptual and applied semiotic approaches in the above fields of research are welcome.

The closing date for submission is May 30th 2013

If you are an academic researcher or an agency in the field of marketing semiotics and you wish to contribute to the International Journal of Marketing Semiotics, please send your papers to:

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