Naslov
Advertising and Cultural Branding

Autori
Dujmović, Mauro

Izvornik
Licus (1846-1778) 3 (2008), 5; 157-166

Vrsta, podvrsta i kategorija rada
Radovi u časopisima, članak, ostalo

Ključne riječi
advertising; brands; culture; business; representational texsts

Sažetak
This conceptual paper examines the interface between culture and business, with specific reference to advertising and branding. I will argue that , cultural products can be viewed as commodities that businesses create. It is argued that brands are symbolic articulators of production and consumption. In this sense, all brands are representational texts, and are socially, not merely managerially, constructed. Brands are symbolic resources and constructs and arguably an important part of everyday contemporary culture. They are important vehicles for making and circulating meanings in society. Cultural knowledge thus has a central role in the production of advertising meaning and is essential in developing the bridge between producers and consumers. Advertising brings the product and a representation of this world together within the frame of an advertisement. Advertising is the instruments for moving meaning from the culturally constituted world to the product and into the consumer's life.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija, Sociologija, Filologija

POVEZANOST RADA