Significance of Cultural Differences in Semiotics for Interpretation of Region’s Visual Identification Elements
Significance of Cultural Differences in Semiotics for Interpretation of Region’s Visual Identification Elements

Summary/Abstract: In place branding and territorial marketing the process of visual identification of region’s best known or unique resources is essential. Each of such representation is unfortunately affected by the possible multicultural differences and problems in precise identification or classification with proper region, territory or culture. According to this problems the science of semiotics can be very useful for potential cultural differences identification during communication prices using elements of visual identification. The main aim of this paper is to present the significance of semiotic analysis for possible cultural differences identification in territorial marketing on the example of symbols connected with German region brand. To fulfill that goal there was conducted an analysis of Citroen C5 tv spot. Although it is focused on advertising a specific car model, it is quite interesting for territorial marketing because the whole spot consists of nearly only symbols connected with territorial brand of Germany. Every single scene from this spot contains many symbols but the aim of analysis in this paper is narrowed down only to aspects of possible cultural differences in semiotics for determination if decisive for region‘s visual identification are characteristic details or rather it is a general context of the whole communication.

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