As a knowledge worker for over twenty-five years in the advertising system, I created branded communications on behalf of corporations. Using my marketing experience coupled with research into techniques and methods appropriated by the advertising industry I will demonstrate how the creators of brand messaging use advertising tools & techniques to express branded concepts.

In this paper I will examine how and why brand meaning is constructed and shared through the appropriation of advertising tools and techniques in contemporary messaging. First, I will define the concept of “brand”, and its significance. Here, I intend to measure significance in light of the capitalist system (in which it is regulated) characteristic elements. Then I will describe semiotic theory to demonstrate how it can be applied to branded advertising messages. After presenting a history of the Proctor and Gamble manufactured Mr. Clean brand, I will expound the tools and techniques applied to create this global commodity, and how these delivery systems provide the product brand meaning, through signs broadcast to consumers by way of: logos, packaging and advertising messages transmitted through mass media. Thus leading to an increase of sales, that is integral for corporations to grow within the capitalist system.

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