Semiotic Analysis of Marketing Attributes of Ecological Brands

Student: Dotsenko Veronika

Educational Programme: Management (Bachelor)

Year of Graduation: 2020

The present research was intended to reveal the key features of ecological marketing communication and scrutinize customers’ perception of the ideas. The content and semiotic analysis were conducted to highlight visual and verbal codes employed by ecological brands which was tested by customer surveys with a sample of 200 respondents. We identified 5 main advertising plots based on R. Barthes theory and revealed the most attractive of them. Several recommendations were made that include possible changes in the visual content of advertising and packaging.

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