The Semiotics of Brand

Datos Bibliográficos

ID2296352
AutoresPaul Manning (0000-0002-3926-8536, Trent University, autor de correspondencia)
Año2010
Volumen39
Número1
Páginas33-49
Fecha de publicación2010-10-21
Peer ReviewedSí
Open AccessNo
TipoARTICLE
RevistaAnnual Review of Anthropology (BOOK_SERIES)
Identificadores de la revistaISSN: 0084-6570 • E-ISSN: 1545-4290
EditorialAnnual Reviews (PUBLISHER • US)
DOI10.1146/annurev.anthro.012809.104939
OpenAlexW2171698889
IdiomaEN
Citas recibidas106
Referencias citadas65

Approaches to the semiotics of brand are troubled by the lack of any accepted analytic definition of the phenomenon, as well as capacious, almost metaphysical, extensions in which brand becomes identified with semiosis as such, and thus everything is a brand. In addition, studies of brand tend to focus on highly visible or successful brands, as often as not as a proxy for a real object of analytic interest that lies elsewhere. Brand discourse defines brand in opposition to the material properties of the product, leading to a dematerialization of brand, which erases the messy materialities, contingencies, and hybrids that continually arise in the material semiosis of brand. Rather than attempt a definition of brand, the recent literature on brand semiotics is explored along several material and semiotic dimensions of the variousness of its relationship to its universes of circulation and in different professional discourses and historical and cultural contexts

Advertising · Aesthetics · Brand management · Business · Epistemology · Linguistics · Object (grammar · Opposition (politics · Phenomenon · Political science · Semiosis · Semiotics · Sociology · Language, Metaphor, and Cognition · Media, Gender, and Advertising · Philosophy · Semiotics and Representation Studies