Brands

ISBN-13: 9780415279987 / Angielski / Miękka / 2003 / 160 str.

Marcel Danesi

Opis

Deals with brands and brand identity, outlining their historical origins and their increasing centrality in consumer culture. This work introduces: the origins of brands; naming and brand image; how semiotic theory can be used to analyze brand image; brands and consumer culture; advertising campaigns; 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 is the author of many books on semiotic topics. He is Professor of Semiotics and Linguistics at the University of Toronto and Director of the Program in Semiotics and Communication Theory. Danesi has also been cross-appointed as a professor of education, having established a continuing studies mathematics program for students with difficulties in this subject.