Title:
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Online brands: branding, possible worlds, and interactive grammars
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Author:
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Scolari, Carlos Alberto, 1963-
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Abstract:
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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. |
Subject(s):
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-Branding -eBranding -Possible worlds -Interactive narrative -Semiotics -Internet |
Rights:
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© De Gruyter Published version available at http://www.degruyter.com/view/j/semi.2008.2008.issue-169/sem.2008.030/sem.2008.030.xml?format=INT |
Document type:
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Article Article - Published version |
Published by:
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De Gruyter
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