Rhetorics of brand: narratives and values

Gianfranco Marrone


The brand is an ambiguous object. Born as a tool of hard and pure marketing, therefore as the keystone of hyper-organization of individual and collective consumption, it gradually ended up to disengage from its economic-business bases to become a promoter and spokesman of small mythic narratives and social micro-values, thus restoring those forms of identity vanished with the infamous disappearance of the great narratives. Therefore, while the current iconoclasts blame logos - destroying them physically -, brands tend gradually to disappear, allowing their absence. This results in a double movement of action and passion whose rhetoric enliven our personal and social existences.


brand; food; sociosemiotic; rhetoric; slow food

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DOI: http://dx.doi.org/10.13125/2039-6597/1291

NBN: http://nbn.depositolegale.it/urn%3Anbn%3Ait%3Aunica-17053

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