Online brands: branding, possible worlds, and interactive grammars
This paper proposes to reflect from a semiotic perspective on the transformation/nthat brands have undergone since the rise of the Internet. After a/nbrief theoretical introduction to digital communication and the semiotics of/nbrands, the case of the Google brand is analyzed by applying concepts of...
| Autor: | |
|---|---|
| Formato: | artículo |
| Estado: | Versión publicada |
| Fecha de publicación: | 2008 |
| País: | España |
| Recursos: | Universitat Pompeu Fabra |
| Repositorio: | Repositorio Digital de la UPF |
| OAI Identifier: | oai:repositori.upf.edu:10230/25462 |
| Acesso em linha: | http://hdl.handle.net/10230/25462 http://dx.doi.org/10.1515/SEM.2008.030 |
| Access Level: | acceso abierto |
| Palavra-chave: | Branding eBranding Possible worlds Interactive narrative Semiotics Internet |
| Resumo: | This paper proposes to reflect from a semiotic perspective on the transformation/nthat brands have undergone since the rise of the Internet. After a/nbrief theoretical introduction to digital communication and the semiotics of/nbrands, the case of the Google brand is analyzed by applying concepts of/ngenerative and interpretive semiotics. The paper holds that the iconic and/nlinguistic enunciations are secondary with respect to interaction. In digital/nmedia interaction — the interactive experience that the Internet user lives/n— is a fundamental component of the hypermedia cocktail and occupies a/ncentral position in the brand building process. The article concludes with/nsome of the questions and special characteristics raised by so-called/neBranding. |
|---|