Brand communication via semiotic

Background and objectives

We undertook a simple semiotic desk analysis of five website homepages.
We selected five biological products sharing an indication for RA - as Lifescience Dynamics has a strong experience in this therapy area - and we analysed the European homepages of Remicade, Mabthera, Enbrel, Raptiva and Humira.

The main objective was to understand how each homepage communicates in terms of codes, themes, stories and values in order to map the competitive communicational environment.

This type of analysis could help companies improve graphic layout, contents, internal consistency and distinction of their website.

Approach

We applied a systematic analytical grid - "the generative path of signification" from Greimas & Floch theory - to examine texts, symbols, codes, cultural patterns, contexts, discourses, themes and values which structure and give sense to these five homepages. The grid covers four levels of analysis:

• Text and codes - what we see, listen, taste and touch at the surface of "texts"
• Themes - tone of voice, language style and how we express ourselves
• Stories - chains of meaning, narrations and the stories we tell
• Values - basic beliefs which shape meaning at a deeper level

Results delivered

• A map showing the positioning of each homepage on the semiotic square as a possible starting point for understanding communication/sensory codes and values related to this market/sector
• Detailed analysis of each homepage, including:
  • Assessment of the internal fit/consistency throughout the various levels where meaning is generated
  • Recommendations to make the page more effective, distinctive and internally consistent