Semiotic analysis of the premium mineral water brands "Haage" and "Stellar"
Abstract
Centre for Semiotic Applications, Tartu University, performs a multimodal semiotic analysis of customer's product in comparison with a product from a competitor, taking into account two separate but mutually influencing dimensions – the design of the bottles and the graphic design of the bottle labels. The aim is to look at the location of the mentioned water brands in the wider context of premium waters, both geographically and temporally. In addition, the analysis addresses the question what meanings the aforementioned products communicate in our cultural context and how this affects their identity in the current market situation.
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