As mind-boggling as semiotics are, it is far more applicable than I had ever imagined it to be.
Looking back at Winter 2009, Tiger Woods' sex scandal has certainly caused a riot in the world. The golfer is said to be having an affair and then details on his other mistresses became publicized. Companies such as Gatorade, Gillette, and Accenture are said to terminate his contract in December, ending his sponsorship deals.
In class today, we distinguished logos from bp petroleum and exxon mobil in a powerpoint slideshow. It was interesting to see how we can spew out the company's name in a heartbeat. We also talked about the first thing that comes to our mind when we see these logos. This demonstrates the importance of semiotics and how it has manipulated our thinking. For example, gas stations also represent places that we can buy beer, make phone calls, use restrooms etc.
This ties in to why companies such as Accenture ended the contract with Tiger Woods: consumers associate Woods' image with their company.
Unfortunately, Woods' image as a hardworking athlete is not what matters right now, but human frailties are tied in because Accenture's primary ad campaign lies in Tiger Woods' image. This can result in loss of future clienteles because they will associate Woods' personal life with the company's brand.
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