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La marca: commutatore metonimico tra immaginario e vita quotidiana
Titolo Rivista: SOCIOLOGIA DEL LAVORO  
Autori/Curatori: Nello Barile 
Anno di pubblicazione:  2005 Fascicolo: 99 Lingua: Italiano 
Numero pagine:  10 Dimensione file:  210 KB

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, in "SOCIOLOGIA DEL LAVORO " 99/2005, pp. , DOI:

   

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