Lecture 7

Dear Class,

As you know, your final will be held next week. I will be lecturing for the first 1.5 hours of class, then you will be given your examination. As stated in class, it will be multiple choice, and a choice of one of three essay questions.

Please be prepared to answer MC questions on the following topics:

  • Modalities of thought
  • Conceptual metaphors
  • Desires, needs, emotions
  • CT chapters 1-9

Please be prepared to discuss the following topics:

  • The Connotative Index
  • The importance of 'branding'
  • Language-based branding techniques
  • Semiotics and the coding system
  • Segmentation (psychographics, demographics, behavior)
  • Narrative in interpreting branding/marketing campaigns 
  • Brand positioning
  • Please note; it would be in your greatest interest to review the case studies we have looked at.

Best wishes,



SCS 2533 Brand Talk: Shaping Product Identity Through Marketing (Instructor)