What semiotics contributes to understanding iconic triggers in the brain
by Chris Arning, Creative Semiotics and Heather Andrew, Neuro Insights
This paper will focus on the benefits to be had from a fruitful collaboration between semiotics and brain imaging data. The two methodologies are based on different epistemological premises and different techniques but have in common a wariness about reported opinion as to the key to unlocking consumer insight. The difference is that neuroscience looks inside the brain for its answers and semiotics privileges cultural factors.
Neuroscience can deliver unique insight into how people respond to different types of communication, but neuroscience alone often can’t explain why these responses are taking place. Can the interpretive richness of semiotic perspectives, therefore, supplement and enhance what may be gleaned from neurometrics data?
The main focus of the paper would be on using semiotics to shed additional light on the way in which the brain responds to elements of brand communication and brand iconography. In particular, it will look at “iconic triggers” – a term used by Neuro-Insight to describe those elements of brand communication, identified through brain imaging, which act as hooks into memory. By looking more closely at these triggers and associations could semiotics add further levels of understanding here?
This will be a collaboration between Creative Semiotics and Neuro-Insight [who are specialists in neuro-insight and use a patented steady-state topography (SST) technology to generate data.
This will be an experimental paper designed both to educate on neuro metrics and show the reach and also the limitations of semiotic thinking.