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La marca: commutatore metonimico tra immaginario e vita quotidiana
Author/s: Nello Barile 
Year:  2005 Issue: 99 Language: Italian 
Pages:  10 FullText PDF:  210 KB

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.

Nello Barile, in "SOCIOLOGIA DEL LAVORO " 99/2005, pp. , DOI:


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