Brands

ISBN-13: 9780415279970 / Angielski / Twarda / 2003 / 160 str.

Marcel Danesi; Paul Cobley

Opis

Brands are all around us, part of the fabric of our everyday lives. Marcel Danesi's introduction provides an accessible guide to brands and brand identity, outlining the historical origins of brands and their increasing centrality in contemporary consumer culture. Danesi introduces: the origins of brands; naming and brand image; how semiotic theory can be used to analyse brand image; brands and consumer culture; advertising campaigns; brands in the global village; and the anti-brand movement.

Spis treści

Preface.  Part 1: From Product to Brand  1. Advertising and Brands  2. Naming Products  3. Brands as Mental Constructs  4.  Signification Systems  Part 2: Brand Image  1. The Connotative Index  2. Brand Naming Strategies  3. Logos  4. Product Design  Part 3: Brand Textuality  1. Textuality  2. Language Devices  3. Visual Devices  4. Metatextuality  Part 4: Branding  1. Branding Strategies  2. Word Association Games  3. Ad Campaigns  4. Poetic Logic  Part 5: Brand Globalization  1. Global Brands  2. Cooption  3. Culture Jamming  Concluding Remarks.  Further Reading.  Websites. Cited Works

O autorze

Marcel Danesi