This document summarizes an online exhibition of posters created by market researchers who took a seminar on semiotics. Six participants created posters applying semiotic concepts they learned. The exhibition includes posters on workspaces during lockdown, the symbolism of green marketing, capturing messaging on storefront posters, gender roles during lockdown, branding regions, and signs of analytics expertise. The event was led by Dr. Rachel Lawes and Ray Poynter and aimed to demonstrate how semiotics can be used in marketing careers.

2. Sponsors
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3. Using Semiotics in Marketing
• Welcome: Ray Poynter
• Sponsors
• Introduction: Dr Rachel Lawes
• The Exhibition
• Discussion
• Closing announcements

4. “SEMIOTICS DEBUT”
Brought to you by
Dr Rachel Lawes, author of
“Using Semiotics in Marketing”
and
Ray Poynter of #NewMR

5. “SEMIOTICS DEBUT”
In April 2020, a group of market researchers and insight
professionals in a dozen countries embarked on a journey.
Over several weeks, they read a book on semiotics, in a
group read-along with the author.

6. “SEMIOTICS DEBUT”
The book promised to give them real skills in semiotics;
strong enough to make the foundations of a career ...
… even if they were trying semiotics for the very first time.

7. “SEMIOTICS DEBUT”
Week by week, the group completed many challenges and
developed their own individual projects using semiotics.
Six of those people developed posters that showcase their
new-found skills.

8. “SEMIOTICS DEBUT”
This exhibition proudly unveils the semiotics of
MANISHA DIKSHIT
AJANTA ROY
JOANNE MCNEISH
THERESA JONES
N.CHLOÉ NWANGWU
RAY POYNTER

9. MANISHA DIKSHIT

10. “THEATRE OF WORK” MANISHA DIKSHIT

11. “THEATRE OF WORK” MANISHA DIKSHIT

12. “I observed how my friends (and
myself) transformed our work areas.
In Singapore, where I live, IKEA has
seen large queues as a result of all
the home refurbishing people are
doing.”
“THEATRE OF WORK” MANISHA DIKSHIT

13. AJANTA ROY

14. “GREEN” AJANTA ROY

15. “GREEN” AJANTA ROY

16. “Green was found to connote
positivity, wealth, celebration,
success, good luck, auspiciousness
and lots more.
Black was a complete No.”
“GREEN” AJANTA ROY

17. JOANNE MCNEISH

18. “WE ARE DOING
THE BEST WE CAN”
JOANNE MCNEISH

19. “WE ARE DOING THE BEST WE CAN” JOANNE MCNEISH

20. “The paper poster, made of ordinary
printer paper, was the go-to
communication tool for retailers big
and small.
I wanted to capture the posters
before they disappeared and
explore what they meant.”
“WE ARE DOING THE BEST WE CAN” JOANNE MCNEISH

21. THERESA JONES

22. “LOCKDOWN” THERESA JONES

23. “LOCKDOWN” THERESA JONES
men

24. “In a crisis, people might lean more
heavily on gender roles which they
were previously leaving behind.”
“LOCKDOWN” THERESA JONES

25. N.CHLOÉ NWANGWU

26. “BRANDING A CONTINENT” N.CHLOÉ NWANGWU

27. “BRANDING A CONTINENT” N.CHLOÉ NWANGWU

28. “Semiotics allowed me to identify the
audience for a ‘Global South’ code.
The code is hugely relevant to my
work on intergroup power
dynamics.”
“BRANDING A CONTINENT” N.CHLOÉ NWANGWU

29. RAY POYNTER

30. “ADVANCED ANALYTICS” RAY POYNTER

31. “ADVANCED ANALYTICS” RAY POYNTER

32. “Here are the signs and codes that
allow us to recognise an agency is a
specialist in analytics – beyond just
the name and strapline.”
“ADVANCED ANALYTICS” RAY POYNTER

33. AMAZON . KOGANPAGE.COM . WORLDWIDE

34. Dr Rachel Lawes, author of “Using Semiotics in Marketing”
rachel@lawes-consulting.co.uk
Ray Poynter of #NewMR
ray@new-mr.com
CONTACT

35. LET’S DISCUSS!
Dr Rachel Lawes
Ray PoynterManisha Dikshit
Ajanta Roy
Theresa Jones
Joanne McNeishN.Chloé
Nwangwu

36. Wrap-up
• Slides and Recordings
• Accessing the Exhibition
• Upcoming webinares
– Trends in Latin America, 3 December
– 10 years of NewMR, 8 December
• Patreon
• Sponsors

37. Sponsors
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38. Thank You