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Brands and narratives, branding, semiotics
2. Se dice a menudo que nuestra sociedad es demasiado materialista y que la publicidad lo refleja () Pero me parece a mi que respecto a esto es bastante evidente que nuestra sociedad no es suficientemente materialista, y esto es, paradjicamente, el resultado del fracaso de los ideales, valores y significados sociales. Es imposible mirar un anuncio moderno sin darse cuenta de que el objeto material que va a ser vendido no es nunca suficiente: verdaderamente sta es la cualidad cultural crucial de sus formas modernas. Si furamos descaradamente materialistas, en esa faceta de nuestra existencia en la que usamos cosas, tendramos que encontrar los anuncios de una irrelevancia insensata Raymond Williams (1988), Keywords Semiotics of Advertising 3. Semiotics of Advertising Branding 1851 Universal Exhibition in London. The advent of the commodity Brands and narratives Bruno Demaury 4. Semiotics of Advertising Branding Compensating the lesser value attributed to the mass-produced object through the way in which it is presented, shown, talked about Brands and narratives Bruno Demaury 5. Semiotics of Advertising Branding Types of brand narratives: Brands and narratives Bruno Demaury a) Time-related b) Space-related c) Life-event related d) Character based e) Expertise based f) Materials based 6. a) Time- related narratives Semiotics of Advertising Branding Brands and narratives Bruno Demaury 7. Semiotics of Advertising Branding Brands and narratives Bruno Demaury b) Space- related narratives 8. Semiotics of Advertising Branding Brands and narratives Bruno Demaury c) Life- event narratives 9. Semiotics of Advertising Branding Brands and narratives Bruno Demaury d) Character based narratives 10. Semiotics of Advertising Branding Brands and narratives Bruno Demaury e) Expertise based narratives 11. Semiotics of Advertising Branding Brands and narratives Bruno Demaury f) Materials based narratives 12. Semiotics of Advertising Branding Is it possible that the fact that great narratives began to recede and commercial narratives began to grow at the same time, that this reveals a deficit of imagination in our society? Simplified forms of narratives? Can we consume brands without consuming the products behind them? The brand narrative really only becomes rich when it partially escapes from its creators or designers? Brands and narratives Bruno Demaury Final ideas