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Communications whether inter or inter-cultural, can only take place when the participants in the process share a set of meaningful symbols. Symbols work as a powerful means of association. This highlights the power and influence the use of symbols has in marketing communications. 70% of communications is non-verbal, where marketers manipulate these symbolic ideas to create associations between the product and various benefits. These ‘symbols’ take the form of colour, lettering font, logos and celebrity endorsers and are used to appeal to specific target audiences and objectives; most commonly to motivate customers to buy the product and/ or to change their attitude towards it. As the marketing industry witnesses a shift from advertising with a functional appeal, to appealing to more symbolic and experiential needs of customers, it is evident that there is a greater need for these semiotics to communicate a message

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