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ERIC Number: ED371408
Record Type: Non-Journal
Publication Date: 1994-Jun-24
Pages: 22
Abstractor: N/A
Reference Count: N/A
An Examination of the Meanings of Trademarks and Their Graphic Elements.
Johnson, Edward A.
A study used semiotics to examine the graphic elements within corporate trademarks. The trademarks from 247 "Fortune" 500 corporations were placed into 86 different categories of graphic elements intended to connote 14 different qualities. Subjects, 40 college students and 61 business professionals, evaluated 9 sets of 12 trademarks in terms of their intended meanings. Results indicated that in seven of the nine cases, the trademarks did connote their intended meanings. Findings suggest support for the premise that there are semantic meanings to visual phonemes. Findings also bolster the idea that the image is a valid design for communication studies. (Contains 39 references and 1 table of data.) (RS)
Publication Type: Speeches/Meeting Papers; Reports - Research
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A