Narrativity approaches to branding

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• dc.contributor.author Ruiz Collantes, Xavierca
• dc.contributor.author Oliva Rota, Mercèca
• dc.date.accessioned 2017-08-31T17:23:46Z
• dc.date.available 2017-08-31T17:23:46Z
• dc.date.issued 2015
• dc.description.abstract The concept of narrative is of paramount importance across various social sciences and humanities disciplines, including anthropology, psychoanalysis, cognitive psychology, sociology and semiotics. The "linguistic turn" that took place in the 20th C. was succeeded, as noted by Fludernik (2009), by a "narrative turn". This Chapter is an attempt at a critical overview of some of the most relevant approaches to branding from narratological or narrative points of view. "Narratology is the theory of narratives, narrative texts, images, spectacle, events; cultural artefacts that "tell a story" (Bal 1987: 3)" (Fludernik 2009: 105). The aim is to compare and contrast how narrative approaches have been imported in disciplines such as psychology and anthropology, and how they have made inroads into branding research, with a focus on semiotics.
• dc.format.mimetype application/pdfca
• dc.identifier.citation Handbook of brand semiotics. Kassel: Kassel University Press; 2015, p. 89-150. DOI: 10.19211/KUP9783737600439
• dc.identifier.doi http://dx.doi.org/10.19211/KUP9783737600439
• dc.identifier.uri http://hdl.handle.net/10230/32723
• dc.language.iso eng
• dc.publisher Kassel University Pressca
• dc.relation.ispartof Handbook of Brand Semiotics. Kassel: Kassel University Press; 2015, p. 89-150
• dc.rights © 2015, kassel university press GmbH, Kassel
• dc.rights.accessRights info:eu-repo/semantics/openAccess
• dc.subject.other Semiòtica
• dc.title Narrativity approaches to brandingca
• dc.type info:eu-repo/semantics/bookPart
• dc.type.version info:eu-repo/semantics/acceptedVersion