NOMINATED:
ESOMAR Congress 2006
BEST PAPER OVERALL
(The Fernanda Monti Award)
Marina
Anderson
Procter & Gamble
Malcolm
Evans
Space Doctors
Foresight
Semiotics:
Emerging Patterns in US Hispanic Acculturation
ESOMAR
Congress 2006 BEST PAPER
OVERALL (The Fernanda Monti Award)
This leading edge application of semiotics to the understanding of the process of acculturation in the US has been recognised for its innovation and foresight. The paper was written and presented by Malcolm Evans, co-founder of Space Doctors and Marina Anderson of Fabric Care CMK in P&G’s Multicultural Business Unit. It presents a new model through which to target communication more effectively to consumers at different points on a spectrum of attachment with their culture of origin, familiarization with the dominant host culture, and embrace of multiculturism.
ESOMAR is the world organisation for enabling better research into markets, consumers and societies. Attended by over 1000 marketing, market research and advertising professionals, the Congress is an annual event that attracts leading speakers from around the world.
The full paper, is reproduced here courtesy of ESOMAR.
Click
HERE to read the full paper
Contact
Catherine Topham Telephone +44 1273 320985 or Email
