Summary: Marcel Danesi's outstanding introduction traces the origins and development of brands and brand identity, posing the question, ''Why does giving names to common products transform them into meaningful objects?''From Coca Cola to Coco Chanel, Gucci to Guiness, Marcel Danesi tackles the topic of brands from the perspective of semiotics - the science that studies the 'psychology of signs' in cultural settings. Brands explores: from product to brand: advertising and brands, the naming ...show moreof products, brands as mental contructs and signification systems brand textuality: textuality, language and visual devices and metatextuality. the branding of culture brand globalization. ...show lessEdition/Copyright: 06
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