Gestalt and semiotic analyses of brand communication on disability inclusion: the case of Malaysia and the US

Mokhtar, Aida and Kasirye, Faiswal (2023) Gestalt and semiotic analyses of brand communication on disability inclusion: the case of Malaysia and the US. Intellectual Discourse, 31 (1). pp. 83-111. ISSN 0128-4878 E-ISSN 2289-5639

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Abstract

The Sustainable Development Goals (SDGs) underscore the United Nations’ effort in advocating disability inclusion in education and the infrastructure of member countries. Brands can also play their role by promoting disability inclusion through their brand messages. Brand messages are powerful as they advocate causes and ideals that include disability inclusion through repetitive and omnipresent messages whose ultimate goal is to influence the target audience’s behaviour. This multiple case study compared brand communication from ten brands each originating from Malaysia and the United States using Saussure’s model of semiotics. It was found that Common Fate is the fundamental gestalt principle in most brands’ communication on disability inclusion of both countries and that positive nomenclature was used as the signifier that underlined the organisations’ positive perception of disability inclusion.

Item Type:	Article (Journal)
Uncontrolled Keywords:	Disability inclusion, Malaysia, USA, brands, semiotics.
Subjects:	P Language and Literature > P Philology. Linguistics > P87 Communication. Mass media
Kulliyyahs/Centres/Divisions/Institutes (Can select more than one option. Press CONTROL button):	Kulliyyah of Islamic Revealed Knowledge and Human Sciences Kulliyyah of Islamic Revealed Knowledge and Human Sciences > Department of Communication
Depositing User:	Dr. Aida Mokhtar
Date Deposited:	10 Jul 2023 10:25
Last Modified:	14 Dec 2023 10:50
URI:	http://irep.iium.edu.my/id/eprint/105399

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