@article{25852, 
year={2005},
issn={1972-554X},
journal={SOCIOLOGIA DEL LAVORO },
number={99},
volume={},
doi={},
title={La marca: commutatore metonimico tra immaginario e vita quotidiana},
abstract={ 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.}
url={http://www.francoangeli.it/Riviste/Scheda_rivista.aspx?idArticolo=25852},
author={Nello Barile}
pages={},
language={IT}}