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Dirassat

Abstract

Value at the crossroads of semiotics, marketing and advertising

Polysemous definitions ofvalue are not lacking, they confuse bytheir very abundance. Books and articles from various disciplines have only fix this evanescent concept through the centuries byerecting axiological types. But the value, such as the semiotics of passions teaches us, is convertible. In the era of globalization where the destruction of values is fashionable, semiotics, through the study of forms of life values, is presented as the best guarantee of the future of marketing and advertising. The main task of semiotics is not to be the guardian of the values of the brand, but is to highlight the inter subjective process of their construction, that is to say, it is about how consumers receive these values by measuring the emotional and intelligible perception dimension, in order to avoid negative consequences, even dangerous they might cause.

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