Online brands: Branding, possible worlds, and interactive grammars
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 ge...
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| Formato: | artículo |
| Fecha de publicación: | 2008 |
| País: | España |
| Recursos: | UVic-UCC |
| Repositorio: | RiUVic. Repositori institucional de la UVic-UCC |
| OAI Identifier: | oai:dspace.uvic.cat:10854/2869 |
| Acesso em linha: | http://hdl.handle.net/10854/2869 https://doi.org/10.1515/SEM.2008.030 |
| Access Level: | acceso abierto |
| Palavra-chave: | Semiòtica Internet Construcció de marca (Màrqueting) |
| Resumo: | 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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