TY - JOUR PY - 2005 SN - 1972-554X T1 - La marca: commutatore metonimico tra immaginario e vita quotidiana JO - SOCIOLOGIA DEL LAVORO DA - 2/3/2006 12:33:00 PM DO - UR - http://www.francoangeli.it/Riviste/Scheda_rivista.aspx?idArticolo=25852 AU - Barile, Nello IS - 99 VL - LA - IT AB - 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. PB - FrancoAngeli ER -