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 -