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Brands (Routledge Introductions to Media and Communications) - Tapa dura

Libro 5 de 5: Routledge Introductions to Media and Communications

Danesi, Marcel

 
9780415279970: Brands (Routledge Introductions to Media and Communications)
Tapa dura
ISBN 10: 0415279976 ISBN 13: 9780415279970
Editorial: Routledge, 2006

Sinopsis

Marcel Danesi's outstanding introduction provides a clear guide to brands and brand identity, outlining their historical origins and their increasing centrality in contemporary consumer culture. He introduces:

  • the origins of brands
  • naming and brand image
  • how semiotic theory can be used to analyze brand image
  • brands and consumer culture
  • advertising campaigns
  • brands in the global village
  • the anti-brand movement.

Danesi shows how consumer products such as cars, perfume and even websites are sold to us through the creation of powerful brand images, and analyzes the advertising campaigns developed to promote brands such as Coca-Cola, McDonalds, Absolut Vodka, Apple, Gucci and Chanel. He also discusses the rise of the anti-brand movement, and its challenges to the dominance of global brands such as Gap and Nike.

Including an annotated guide to further reading, details of useful websites and a comprehensive bibliography, Danesi’s book is an important contribution to the field of marketing and communications.

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Acerca del autor

Marcel Danesi

"Sobre este título" puede pertenecer a otra edición de este libro.

Editorial
Routledge
Año de publicación
2006
Idioma
Inglés
ISBN 10 
0415279976
ISBN 13 
9780415279970
Encuadernación
Tapa dura
Número de edición
1
Número de páginas
172
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