Online brands: Branding, possible worlds, and interactive grammars

Online brands: Branding, possible worlds, and interactive grammars 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Semiotica - Journal of the International Association for Semiotic Studies / Revue de l'Association Internationale de Sémiotique de Gruyter

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Publisher
de Gruyter
Copyright
© 2008 by Walter de Gruyter GmbH & Co. KG, D-10785 Berlin
ISSN
0037-1998
eISSN
1613-3692
DOI
10.1515/SEM.2008.030
Publisher site
See Article on Publisher Site

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.

Journal

Semiotica - Journal of the International Association for Semiotic Studies / Revue de l'Association Internationale de Sémiotiquede Gruyter

Published: Apr 1, 2008

Keywords: branding ; eBranding ; possible worlds ; interactive narrative ; semiotics ; Internet

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