Proposal for the final paper

For the final paper of Logo & Imago, I will focus on the theme cultural branding and especially concepts of iconic brand and as well identity myth, which tells a certain story consumers can react to. Advertisements in mass media have a particular marketing strategy for the iconic brands, which reflect on cultural codes and different values. These can be analysed as hidden meanings and as the brand present specific values as part of the marketing, consumers can recreate their identity by using and supporting this product and its branding. This is the message brand wants to send to its audience. This theory of cultural branding would be mainly based on Douglas Holt who introduces this term and especially iconic branding, which I would investigate with my case study. I would also look for other sources on this topic and see different perspectives for it. I had in mind an interesting case study about Chipotle’s Mexican fast food advertisements that were significant and evoked lots of emotions among fast food business. The ads would be artistic animations ‘The Scarecrow’ (2013) and A Love Story’ (2016), which are linked together presenting the values of local and organic food, even in the fast food business. These ads can be seen here: https://www.youtube.com/results?search_query=chipotle+advertisiment. This would be a semiotic analysis to identify the hidden codes and values in these ads and show how campaigns belong to cultural branding with their significant contexts.

Therefore, the aim is to investigate the hidden meanings, codes and values that are presented in these advertisement campaigns that reflect what is the place of Chipotle in cultural branding. Before, I will introduce shortly the historical background of the product and campaign but also the brand’s values. Through social media and viral marketing, it will be shown Chipotle’s marketing strategies. In this case, the draft of the research question would be ‘How did Chipotle embed cultural branding and what aspects of its main mission Food with Integrity’ are represented in “The Scarecrow” and “A Love Story” advertisements’?

To be more precise, the method semiotics is the study of the hidden signs. Therefore, it identifies the values and codes the video ads present. Chipotle differs with its natural approach and ingredients from other fast food chains. This theory is based on Barthes who applies this theory of semiotics to marketing who mostly explains this via Saussure, one of its founding fathers. I will analyse the logo of Chipotle with the signifier and signified but also focusing on denotation (obvious meanings) and connotation (hidden meanings) in the ads. I will choose the other one of them or focus on both of the videos in the campaign. Like this, I will investigate what is Chipotle’s marketing strategy and how it stands for cultural branding, but also what are the hidden meanings in the television ads  ‘The Scarecrow’ and A Love Story’, referring to its food’s naturalness and quality.

 

 

 

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