Semiotic remediation as discourse practice in three Woolworths branded spaces
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Date
2022
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
University of the Western Cape
Abstract
Woolworths is known as one of South Africa�s largest retailers with over 400 retail chains
across South Africa, while also expanding into other African countries and the Middle East.
This study aims to analyse the dialogicality of the different Woolworths texts and semiotic
objects across the different sites of advertising through the use of three spaces: the physical
space, virtual space and textual space (brochures) to ascertain differences and similarities in
the semiotic design features and meaning making across the spaces in the advertising process.
Methodologically, the study adopts a three pronged approach to data collection. Firstly,
collecting data in the physical space of one Woolworths store in particular, located in Tyger
Valley shopping mall using the walking approach. Secondly, while in the physical space,
brochures as products of the textual space, were collected as data for the study. Thirdly, in the
virtual space materials were collected via means of the screenshot function on a smartphone
and laptop.
Description
Masters of Art
Keywords
Linguistic, Marketing, South Africa, Retail investors