Semiotics’ Razor: Or, how to tell products’ signification apart from products’ communication
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This paper investigates the difference between product signification and product communication by describing the case of the Sensors for Women razors. Through a semiotic analysis of SensorExcel for Women and the comparison with the previous model – Sensor for Women – as well as with their packaging and with their commercials, the paper accounts for the different role the figure of “water” has for the two razors. Whereas water as a “figure” is largely used in Sensor’s communication, it tends to disappear in SensorExcel’s communication. Nevertheless, “water” has a role for the signification of both razors. Such role is described by analyzing, thanks to the semiotics of bodies, the way in which the two razors dispose the contact with the shaving and the shaved bodies.
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