La marca: commutatore metonimico tra immaginario e vita quotidiana
Journal title SOCIOLOGIA DEL LAVORO
Author/s Nello Barile
Publishing Year 2006 Issue 2005/99
Language Italian Pages 10 P. File size 210 KB
DOI
DOI is like a bar code for intellectual property: to have more infomation
click here
Below, you can see the article first page
If you want to buy this article in PDF format, you can do it, following the instructions to buy download credits
FrancoAngeli is member of Publishers International Linking Association, Inc (PILA), a not-for-profit association which run the CrossRef service enabling links to and from online scholarly content.
The brand plays an important role in the relationships between imagery and everyday life. Until the ’80s it was a power instrument of imprinting new contents on consumer experiences, with seductive language. From the ’90s, the brand has been changing its nature and its project: it has been bringing, in its semantic space, new meanings coming from everyday life. The brand, therefore, has begun just like a semantic commutator that converts authentic meanings into new forms of communication. Through the instrument of tribal marketing, it extracts authenticity from sub-cultural lifestyles and converts it into a new form of advertising. In this complex cultural texture, brand embedding depends on the basic language it uses to communicate its world: a rhetoric that mainly works according to the logic figure of metonymy.
Nello Barile, La marca: commutatore metonimico tra immaginario e vita quotidiana in "SOCIOLOGIA DEL LAVORO " 99/2005, pp , DOI: