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Marketing Semiotics at the ARF Forum!
Laura R. Oswald, Director, Marketing Semiotics Inc. presented "Semiotics and Ethnography:
Linking Research to Advertising" at Re:Think! The 52nd Annual ARF Convention and Expo, March 20, 2006 in
New York City.
 Download "Semiotics and Ethnography:.Linking Research to Advertising." by Laura Oswald.
Download "Notes on Semiotics and 'Sensory Marketing'" by Laura Oswald.
In the year 2000, Laura Oswald served as an expert witness in two
simultaneous trademark violation cases in the Court of Appeals for
the Ninth Circuit, involving the use of the word "playboy"
on the Iinternet. [United States
Court of Appeals for the Ninth Circuit; No.9-56239 AHS; DC #cV99-320,
the Case of Playboy Enterprises, inc. versus Netscape Communications,
Corporation; and No.99 - 56231; DC# CV99 - 321 AHS, the case of Playboy
Enterprises, inc. versus Excite, Inc.] The Playboy litigation
bears directly on issues of public policy concerning the use of intellectual
property in general and brand names in particular, on the Internet.
They draw particular attention to the issues involved in proving ownership
of a word that, over time and through numerous marketing activities,
has achieved brand status and recognition. When an internet user types
a word in the search box, there are currently very few restrictions
on how that word will be linked to sites on the web will it
connect immediately to a site for the brand, or will it bring up lots
of other sites where the word is used as a common noun? As these kinds
of cases come before the court, the main argument finding trademark
violation will concern misleading use of a recognized brand name to
bring traffic to sites other than that for the brand in question.
“Branding
the American Family: A Strategic Study of the Culture, Composition
and Consumer Behavior of Families in the New Millennium,”
Journal of Popular Culture. Vol. 73, No. 2, November, 2003.
Download "China
Watch: Using Ethnography to Track Brand Awareness in Shanghai"
Laura Oswald, Ph.D.
March, 2002
"Culture Swapping: the Ethnogenesis of Middle Class Haitian-American Immigrants"
Laura R. Oswald, Ph. D.
Journal of Consumer Research, Vol. 25, March, 1999, pp. 303-318.
By means of an ethnographic study of a Haitian family
in the midwestern United States, this paper demonstrate how ethnic consumers Aculture
swap,@ using goods to move between one cultural identity and another as they negotiate
relations between home and host culture. This interpretation of consumer behavior
is grounded in a semiotics of performance, emphasizing the dynamic and mutable
nature of self, social identity and cultural identification in global consumer
culture.
Download "The
Place and Space of Consumption in a Material World"
Laura R. Oswald, Ph.D.
Design Issues: Volume 12 [1]1996 (48-62), M.I.T.
A review of Lifestyle Shopping: the
Subject of Consumption by Rob Sheilds and A Primer for Daily
Life by Susan Willis.
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