Packaging plays an essential role in cosmetics market and a successful cosmetics packaging can be a game changer in drawing in consumers.This study conducts a social semiotic analysis of four female cosmetics products...Packaging plays an essential role in cosmetics market and a successful cosmetics packaging can be a game changer in drawing in consumers.This study conducts a social semiotic analysis of four female cosmetics products packaging from two drugstore brands-Soap & Glory, Rimmel and two high-end brands-Tom Ford and Christian Louboutin in order to find the differences and similarities in terms of the usage of semiotics modes in drugstore and high-end cosmetics products packaging respectively. The finding reveals that in order to compensate for lack of popularity and for marketing purpose, those general products have more frequent usage in terms of color, image, text and typography while high-end products would have less frequent usages.展开更多
In recent years, the curriculum of College English(CE) in China has seen a trend that veers away from pure language-oriented teaching toward an emphasis on the cultivation of students' cultural or intercultural co...In recent years, the curriculum of College English(CE) in China has seen a trend that veers away from pure language-oriented teaching toward an emphasis on the cultivation of students' cultural or intercultural competence. In this context, the CE textbooks have been highly responsiblized in the transformative agenda, and the use of photographic illustrations in the textbooks has been increasingly valued as a way to include culture carriers. Our study draws perspectives from communicative semiotics and visual semiotics to investigate the way in which photographic illustrations have been involved in the learning process in order to find out whether and how they promote students' cultural and intercultural acquisition. We focus on the semiosis process engendered by the photos as signs and their modes of representation, which largely determines the process and result of cultural acquisition. Our analysis demonstrates that while the photographic illustrations have been designed to enhance cultural learning in hypothetical situations, when placed in a real learning context together with the texts and learning tasks, some of the photos may not successfully promote the process of cultural acquisition, since learners' interpretation of the photos can be diverted or limited by other aspects of the learning context.展开更多
文摘Packaging plays an essential role in cosmetics market and a successful cosmetics packaging can be a game changer in drawing in consumers.This study conducts a social semiotic analysis of four female cosmetics products packaging from two drugstore brands-Soap & Glory, Rimmel and two high-end brands-Tom Ford and Christian Louboutin in order to find the differences and similarities in terms of the usage of semiotics modes in drugstore and high-end cosmetics products packaging respectively. The finding reveals that in order to compensate for lack of popularity and for marketing purpose, those general products have more frequent usage in terms of color, image, text and typography while high-end products would have less frequent usages.
文摘In recent years, the curriculum of College English(CE) in China has seen a trend that veers away from pure language-oriented teaching toward an emphasis on the cultivation of students' cultural or intercultural competence. In this context, the CE textbooks have been highly responsiblized in the transformative agenda, and the use of photographic illustrations in the textbooks has been increasingly valued as a way to include culture carriers. Our study draws perspectives from communicative semiotics and visual semiotics to investigate the way in which photographic illustrations have been involved in the learning process in order to find out whether and how they promote students' cultural and intercultural acquisition. We focus on the semiosis process engendered by the photos as signs and their modes of representation, which largely determines the process and result of cultural acquisition. Our analysis demonstrates that while the photographic illustrations have been designed to enhance cultural learning in hypothetical situations, when placed in a real learning context together with the texts and learning tasks, some of the photos may not successfully promote the process of cultural acquisition, since learners' interpretation of the photos can be diverted or limited by other aspects of the learning context.
