Contenu
Dealing with brands and brand identity, this guide outlines their historical origins and their centrality in consumer culture. It examines: the origins of brands; naming and brand image; use of semiotic theory to analyze brand image; brands and consumer culture; advertising campaigns; brands in the global village; and the anti-brand movement.
Informations bibliographiques
mai 2006, 172 pages, Routledge Introductions to Media and Communications, Anglais
Taylor and Francis
978-0-415-27997-0