Per accedir als documents amb el text complet, si us plau, seguiu el següent enllaç: http://hdl.handle.net/10854/2869
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Títol:
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Online brands: Branding, possible worlds, and interactive grammars
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Autor/a:
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Scolari, Carlos Alberto
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Altres autors:
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Universitat de Vic. Facultat d'Empresa i Comunicació; Universitat de Vic. Grup de Recerca en Interaccions Digitals |
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Notes:
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This paper proposes to reflect from a semiotic perspective on the transformation
that brands have undergone since the rise of the Internet. After a
brief theoretical introduction to digital communication and the semiotics of
brands, the case of the Google brand is analyzed by applying concepts of
generative and interpretive semiotics. The paper holds that the iconic and
linguistic enunciations are secondary with respect to interaction. In digital
media interaction — the interactive experience that the Internet user lives
— is a fundamental component of the hypermedia cocktail and occupies a
central position in the brand building process. The article concludes with
some of the questions and special characteristics raised by so-called
eBranding. |
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Matèries:
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-Semiòtica
-Internet
-Construcció de marca (Màrqueting) |
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Drets:
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Tots els drets reservats
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Tipus de document:
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Article |
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Publicat per:
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Walter de Gruyter
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