Search results for "brand"

Marche sportive e modelli di corpo

2010

Questa non è una dieta. Linguaggi e strategie del dimagrimento

2014

Stare a dieta è un modo di vivere, tutti stiamo in qualche modo in una dieta. A tavola siamo sempre più circondati da tribù di foodies in qualche regime particolare (senza glutine, senza carne né pesce, senza lattosio, senza sale, solo per citarne pochissimi) e cucinare è diventato un districarsi tra esigenze e capricci, bisogni e voluttà dei convitati. Non ci cureremo in questo saggio delle motivazioni che, in linea di principio, stanno alla base delle scelte alimentari, se siano dettate da bisogni fisici, quindi “reali” e “funzionali”, come nel caso di chi soffre di intolleranze o altri disturbi di salute, oppure se siano guidate da decisioni esistenziali (vegetariani, vegani, crudisti ec…

Brand language. Methods and models of semiotic analysis

2015

There are several reasons why scrutinizing brands from a semiotic point of view is mandatory. Some of them are technical, and relate to the fact that brands are above all pieces of communication; others pertain to a recent and pervasive cultural phenomenon whereby brands have migrated from marketing to everyday social life. A brand is a mark, a sign that, by producing various possible meanings, generates pragmatic effects on subjects and objects: it identifies, transforms and gives them value(s). A wide roster of social phenomena are rooted in brands as signs: communication strategies, production and reception of discourses, inter-subjective dynamics, changes in a collective imaginary, iden…

Semiotic Roadmap for Designing Packaging

2015

This paper concerns the main aspects of semiotics of packaging. Packaging has to be considered as a special communicative touchpoint between brands and consumers, since it is a syncretic object (using various languages) with textures, materials, shapes and colours that consumers can see, touch, smell, involving different modes (visual, verbal, tactile) that convey a brand's core values.

Nature in vendita. Il packaging dei prodotti biologici

2012

Questo contributo indaga il funzionamento semiotico del packaging dei prodotti del mercato biologico. Tanti prodotti, tante marche, tanti pack che hanno in comune la naturalità come fi lo conduttore, una massa eteroclita che dice e ri-dice sempre lo stesso concetto di fondo. Ma come lo mette in forma? Quali sostanze specifi che vengono prodotte a livello del contenuto? E quali soggettività vengono delineate dal punto di vista narrativo ed enunciativo? Quali tipi di consumatori? Qui mi concentrerò su alcuni packaging alimentari, come confezioni per pasta, biscotti e altri prodotti di uso comune, prendendo in considerazione alcune delle marche più diffuse nei negozi specializzati bio.

Apple, Ibm and Microsoft in a war of signs

2007

The aim of my paper is exploring how image contributes on building the brand identity of specific organisations and how the meaning of the image can be resignified by the action of the players in a specific market. In particular, I will focus on the competition between three brands, Ibm, Apple, Microsoft. on the information technology market. My work is looking forward to be a continuation of the essay “Le vie du Logo” published in “Identités visuelles” by Jean Marie Floch about the visual competition between Apple and Ibm. I will use the tools of sociosemiotics, plastic and figurative analysis, screening more than 20 years of competition starting from 1984, the year in which the analysis o…

Ambienti digitali ed extended reality: alcune questioni semiotiche a partire da esempi di branding e retailing.

2021

This article raises some semiotic questions about extendend reality that involves the wide range of digital technologies including VR (virtual reality), AR (augmented reality) and MR (mixed reality), drawing on some cases from the world of organised retail and branding. We are talking about a set of technologies that, since the beginning of their creation and today in the fields in which they are most used, have brought to the surface, because they have questioned them, a series of theoretical problems of great interest for semiotics, such as corporeality and perception, the situation of fruition and the change of point of view, but also the narrative dimension produced - or not produced - …

Zīmola stāsta analīze: lingvistiskā pieeja

2022

Darba mērķis ir definēt galvenās tēmas un metodes, kas izmantotas, veidojot Apple zīmolam piederošo produktu un funkciju nosaukumus, kā arī partneru izmantotos nosaukumus, uz kuriem Apple atsaucas, lai pilnveidotu sava zīmola stāstu. Pētījuma gaitā tika analizētas izvēlētas Apple oficiālās reklāmas, analizējot, kā reklāmās minēto zīmolu nosaukumu nozīme atklājas semiotiski, pragmatiski, semantiski un kā šī nozīme palīdz pilnveidot Apple zīmola stāstu. Pēc darba rezultātiem var secināt, ka Apple zīmols izmanto vārdus no cilvēka ķermeņa semantiskā lauka, lai ierīces iespējas un produkti iegūtu personiskāku nokrāsu. Daudzi Apple zīmola nosaukumi ir saistīti ar bibliskiem motīviem, ko uzņēmums …

Estudo comparativo entre personalidade de marca ideal vs. percebida

2008

La personalidad de marca tiene un papel decisivo como elemento diferenciador y como estrategia de posicionamiento en la mente del consumidor. Este trabajo tiene como objetivo general comparar, según el modelo de Aaker (1997) en servicios, la personalidad de marca ideal vs. la percibida por los consumidores, específicamente en las compañías aéreas en el ámbito español. Empleando datos de encuesta, y tras la validación del modelo propuesto a través de un análisis factorial confirmatorio, se obtuvo el estudio comparativo. Los resultados indican que las dimensiones y los rasgos más importantes para los consumidores de este tipo de servicio son las menos percibidas por los clientes de las compañ…

The effects of brand engagement in social media on share of wallet

2015

Customer engagement and share‐of‐wallet (SOW) are relatively new in the marketing literature, and academic research has only limitedly examined these concepts. This study presents five motivational drivers of customer brand engagement in social media and examines the nature of the relationship between these drivers and engagement. The moderation effect of consumer innovativeness on the relationship between engagement and SOW is also examined. Results suggest that community exerts the strongest positive effect on customer brand engagement and that such engagement positively influences SOW. The findings also indicate that consumer innovativeness strengthens the relationship between engagement…