MDC502 Week 3 25-26

While one of the main aims of advertising is to create awareness, branding aims to foster long-term engagement and ______ among customers" (Aiello and Parry 2020: 235)​

• Feeling

• Loyalty

• Signifier

• Rhetoric

In semiotics, connotation refers to...

• The definitional, literal or common sense meaning of a sign

• The level at which signs are interpreted in terms of the wider realm of social ideology; the general beliefs, conceptual frameworks and value systems of society

The extent to which a logo resembles something existing in the real world and works as an iconic sign... this refers to

• The figurative dimension of logos

• The phatic dimension of logos

• The plastic dimension of logos

• The discursive dimension of logos

Which of the following is NOT one of the major phases in the history of branding identified by Jones (2017) we studied together?

• Marking ownership ​

• Guaranteeing quality ​

• Minimising risk

• Guaranteeing pleasure/feelings

In advertising, what term from semiotics describes the element — often text or captions — that helps to "fix" the meaning of a sign/image?

• Myth

• Anchorage

• Signified

• Logo