Question

The objective of ________ is to examine symbolism and signs in a message, uncovering layers and types of meanings that might be particular to different groups of customers.

A) content analysis
B) semiotic analysis
C) brand research
D) association tests
E) competitive analysis

Answer 1

The objective mentioned in the question is achieved through semiotic analysis, which examines the meanings created by symbols in messages, specific to different customer groups.

Step-by-step explanation:

The objective described in the question is to uncover layers and types of meanings that might be particular to different groups of customers by examining symbolism and signs in a message. The correct answer to this is B) semiotic analysis.

Semiotic analysis is a method used to analyze how meaning is created through symbols, both linguistic and nonlinguistic. It stems from a theoretical perspective that suggests individual parts of the universe, including human society, have a objective structure that is indicated through language and symbols. This approach is utilized across various media including advertisements, art, and text messages to interpret the multiplicities of meaning that may vary depending on the reader or viewer's perspective.

Content analysis, on the other hand, is more about the representation and interpretation of images or text in media, while semiotic analysis dives deeper into the symbols themselves and the meanings they convey to different social groups or cultures.