The Semiotic Relationship

Questions for the Ashley Madison Case Study Presentation1. What do you believe is the rationale behind Ashley Madison rebranding its parentcompany, but not its own (product) brand? Was this a smart or shortsighted move?2. After the crisis, Ashley Madison launched its Moments comeback campaign. Whatdo you think of the tactics being used in this campaign? How does it differ fromtheir previous and current campaigns? Discuss how this campaign might haveimpacted the company’s reputation for better or worse. What learning process was used?3. Two years after the rebrand and launch of the Moments campaign, Ashley Madisonreverted back to its traditional marketing strategy using more abrasive shocktactics, but with a greater focus on women. Do you believe this is an effectivestrategy? Why or why not?4. Applying the semiotic relationship, define the object, sign and interpretant in any Aashley Madison communication.

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