Online brands: Branding, possible worlds, and interactive grammars
Abstract
This paper proposes to reflect from a semiotic perspective on the transformation that brands have undergone since the rise of the Internet. After a brief theoretical introduction to digital communication and the semiotics of brands, the case of the Google brand is analyzed by applying concepts of generative and interpretive semiotics. The paper holds that the iconic and linguistic enunciations are secondary with respect to interaction. In digital media interaction — the interactive experience that the Internet user lives — is a fundamental component of the hypermedia cocktail and occupies a central position in the brand building process. The article concludes with some of the questions and special characteristics raised by so-called eBranding.
© 2008 by Walter de Gruyter GmbH & Co. KG, D-10785 Berlin
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Articles in the same Issue
- Vicissitudes de la pulsion dans la théorie narrative. Entre mythicité et littérarité
- Imitation, intertextuality, and hyperreality in U.S. higher education
- An approach to context in human-computer interaction
- The status of poetry as an aesthetic object
- L'aspectualite et le tempo dans ‘Encore L'amour’ de Pierre Reverdy
- Application of Peircean symbol to symbol-mediated dialogic interpreting activity
- Semiotic phenomenology and the ‘dialectical approach’ to intercultural communication: Paradigm crisis and the actualities of research practice
- The polysemy of the sign: From quantum computing to the garden of forking paths
- Online brands: Branding, possible worlds, and interactive grammars
- Compound constructions: A reply to Bundgaard et al.
- Sign and the lambda-term
- Semiotics unbounded: An editorial comment
- Understanding and misunderstanding: A theoretical-philosophical approach to semiotics
- Strolling through Semiotics Unbounded
- Seeking other routes
- The ongoing critique of dialogical reason
- Is the semiosic sphere's center everywhere and its circumference nowhere?
- Semiotics Unbounded and Japan
- Semiotics undoubtedly unbounded
- Sign machines in the framework of Semiotics Unbounded
- Interpretive semiotics
