A common practice among advertisers is to create new relationships between objects and interpretants by inventing new connections between products and benefits. A classic example of this was equating Marlboro cigarettes with the American frontier spirit. Which of the following terms best describes this practice?
A) subliminal persuasion
B) figure-ground projection
C) semiotic relationships
D) consumer-modeling connections

Question

Quizplus · Accepted Answer

The practice of creating new relationships between objects (products) and interpretants (benefits or meanings) by inventing new connections is best described as forming semiotic relationships. Semiotics is the study of signs and symbols and their use or interpretation. In the context of advertising, it involves linking products with certain symbols or meanings, like the Marlboro cigarettes being equated with the American frontier spirit.

A Common Practice Among Advertisers Is to Create New Relationships