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Online brands: branding, possible worlds, and interactive grammars

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dc.contributor.author Scolari, Carlos Alberto, 1963-
dc.date.accessioned 2015-12-18T08:38:28Z
dc.date.available 2015-12-18T08:38:28Z
dc.date.issued 2008
dc.identifier.citation Scolari CA. Online brands: branding, possible worlds, and interactive grammars. Semiotica. 2008; 169(1-4):169-188. DOI 10.1515/SEM.2008.030
dc.identifier.issn 1613-3692
dc.identifier.uri http://hdl.handle.net/10230/25462
dc.description.abstract 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.
dc.format.mimetype application/pdf
dc.language.iso eng
dc.publisher De Gruyter
dc.relation.ispartof Semiotica. 2008; 169(1-4): 169-188.
dc.rights © 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
dc.title Online brands: branding, possible worlds, and interactive grammars
dc.type info:eu-repo/semantics/article
dc.identifier.doi http://dx.doi.org/10.1515/SEM.2008.030
dc.subject.keyword Branding
dc.subject.keyword eBranding
dc.subject.keyword Possible worlds
dc.subject.keyword Interactive narrative
dc.subject.keyword Semiotics
dc.subject.keyword Internet
dc.rights.accessRights info:eu-repo/semantics/openAccess
dc.type.version info:eu-repo/semantics/publishedVersion


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