La marca: commutatore metonimico tra immaginario e vita quotidiana

Author/s Nello Barile
Publishing Year 2006 Issue 2005/99
Language Italian Pages 10 P. File size 210 KB
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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, La marca: commutatore metonimico tra immaginario e vita quotidiana in "SOCIOLOGIA DEL LAVORO " 99/2005, pp , DOI: