From the functional-brand to the emotional-brand and the consumption experience. An approach to the commodification of experiences in signification advertising.
Descripción del Articulo
In the transition from a Fordist to a post-Fordist society, the constructive task of the semiotic production of the brand has tilted the functional-brand towards the emotional-brand. For this to occur, as a prerequisite prior to its commodification, a process of rationalization of the emotions descr...
| Autor: | |
|---|---|
| Formato: | artículo |
| Fecha de Publicación: | 2022 |
| Institución: | Universidad de Piura |
| Repositorio: | Revista de Comunicación |
| Lenguaje: | español |
| OAI Identifier: | oai:revistas.udep.edu.pe:article/2722 |
| Enlace del recurso: | https://revistadecomunicacion.com/article/view/2722 |
| Nivel de acceso: | acceso abierto |
| Materia: | marketing experiencial marcas industria cultural acción instrumental place branding experiential marketing brands culture industry instrumental action |
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From the functional-brand to the emotional-brand and the consumption experience. An approach to the commodification of experiences in signification advertising.De la marca-función a la marca-emoción y la experiencia de consumo. Una aproximación a la mercantilización de experiencias en la publicidad de la significación.Vidal Auladell, Felip marketing experiencialmarcasindustria culturalacción instrumentalplace brandingexperiential marketingbrandsculture industryinstrumental actionplace brandingIn the transition from a Fordist to a post-Fordist society, the constructive task of the semiotic production of the brand has tilted the functional-brand towards the emotional-brand. For this to occur, as a prerequisite prior to its commodification, a process of rationalization of the emotions described by Illouz has taken place, running parallel to those described by Weber in the sphere of organization of work, and by Adorno in the culture industry. This is exemplified by analyzing the commodification of leisure and tourism through the commercialisation of places.En el paso de una sociedad fordista hacia otra postfordista, la tarea constructiva de la producción semiótica de la marca ha basculado de la marca-función a la marca-emoción. Para ello, ha tenido lugar, como condición de posibilidad previa a su mercantilización, un proceso de racionalización de las emociones advertido por Illouz y que corre parejo a los descritos por Weber en el ámbito de la organización del trabajo y por Adorno en el de la industria cultural. Lo que se ejemplifica analizando la mercantilización del tiempo de ocio y el turismo mediante la comercialización de lugares.Universidad de Piura. Facultad de Comunicación2022-05-24info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionArticle evaluated by pairstextArtículo evaluado por parestextoapplication/pdfhttps://revistadecomunicacion.com/article/view/2722Revista de Comunicación; Vol. 13 No. 1 (2014); 118-143Revista de Comunicación; Vol. 13 Núm. 1 (2014); 118-1432227-14651684-0933reponame:Revista de Comunicacióninstname:Universidad de Piurainstacron:UDEPspahttps://revistadecomunicacion.com/article/view/2722/2231Derechos de autor 2022 Revista de Comunicaciónhttp://creativecommons.org/licenses/by-nc-nd/4.0info:eu-repo/semantics/openAccessoai:revistas.udep.edu.pe:article/27222022-05-24T23:17:40Z |
| dc.title.none.fl_str_mv |
From the functional-brand to the emotional-brand and the consumption experience. An approach to the commodification of experiences in signification advertising. De la marca-función a la marca-emoción y la experiencia de consumo. Una aproximación a la mercantilización de experiencias en la publicidad de la significación. |
| title |
From the functional-brand to the emotional-brand and the consumption experience. An approach to the commodification of experiences in signification advertising. |
| spellingShingle |
From the functional-brand to the emotional-brand and the consumption experience. An approach to the commodification of experiences in signification advertising. Vidal Auladell, Felip marketing experiencial marcas industria cultural acción instrumental place branding experiential marketing brands culture industry instrumental action place branding |
| title_short |
From the functional-brand to the emotional-brand and the consumption experience. An approach to the commodification of experiences in signification advertising. |
| title_full |
From the functional-brand to the emotional-brand and the consumption experience. An approach to the commodification of experiences in signification advertising. |
| title_fullStr |
From the functional-brand to the emotional-brand and the consumption experience. An approach to the commodification of experiences in signification advertising. |
| title_full_unstemmed |
From the functional-brand to the emotional-brand and the consumption experience. An approach to the commodification of experiences in signification advertising. |
| title_sort |
From the functional-brand to the emotional-brand and the consumption experience. An approach to the commodification of experiences in signification advertising. |
| dc.creator.none.fl_str_mv |
Vidal Auladell, Felip |
| author |
Vidal Auladell, Felip |
| author_facet |
Vidal Auladell, Felip |
| author_role |
author |
| dc.subject.none.fl_str_mv |
marketing experiencial marcas industria cultural acción instrumental place branding experiential marketing brands culture industry instrumental action place branding |
| topic |
marketing experiencial marcas industria cultural acción instrumental place branding experiential marketing brands culture industry instrumental action place branding |
| description |
In the transition from a Fordist to a post-Fordist society, the constructive task of the semiotic production of the brand has tilted the functional-brand towards the emotional-brand. For this to occur, as a prerequisite prior to its commodification, a process of rationalization of the emotions described by Illouz has taken place, running parallel to those described by Weber in the sphere of organization of work, and by Adorno in the culture industry. This is exemplified by analyzing the commodification of leisure and tourism through the commercialisation of places. |
| publishDate |
2022 |
| dc.date.none.fl_str_mv |
2022-05-24 |
| dc.type.none.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Article evaluated by pairs text Artículo evaluado por pares texto |
| format |
article |
| status_str |
publishedVersion |
| dc.identifier.none.fl_str_mv |
https://revistadecomunicacion.com/article/view/2722 |
| url |
https://revistadecomunicacion.com/article/view/2722 |
| dc.language.none.fl_str_mv |
spa |
| language |
spa |
| dc.relation.none.fl_str_mv |
https://revistadecomunicacion.com/article/view/2722/2231 |
| dc.rights.none.fl_str_mv |
Derechos de autor 2022 Revista de Comunicación http://creativecommons.org/licenses/by-nc-nd/4.0 info:eu-repo/semantics/openAccess |
| rights_invalid_str_mv |
Derechos de autor 2022 Revista de Comunicación http://creativecommons.org/licenses/by-nc-nd/4.0 |
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openAccess |
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application/pdf |
| dc.publisher.none.fl_str_mv |
Universidad de Piura. Facultad de Comunicación |
| publisher.none.fl_str_mv |
Universidad de Piura. Facultad de Comunicación |
| dc.source.none.fl_str_mv |
Revista de Comunicación; Vol. 13 No. 1 (2014); 118-143 Revista de Comunicación; Vol. 13 Núm. 1 (2014); 118-143 2227-1465 1684-0933 reponame:Revista de Comunicación instname:Universidad de Piura instacron:UDEP |
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Universidad de Piura |
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UDEP |
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UDEP |
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Revista de Comunicación |
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Revista de Comunicación |
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1758371853701742592 |
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13.871978 |
Nota importante:
La información contenida en este registro es de entera responsabilidad de la institución que gestiona el repositorio institucional donde esta contenido este documento o set de datos. El CONCYTEC no se hace responsable por los contenidos (publicaciones y/o datos) accesibles a través del Repositorio Nacional Digital de Ciencia, Tecnología e Innovación de Acceso Abierto (ALICIA).
La información contenida en este registro es de entera responsabilidad de la institución que gestiona el repositorio institucional donde esta contenido este documento o set de datos. El CONCYTEC no se hace responsable por los contenidos (publicaciones y/o datos) accesibles a través del Repositorio Nacional Digital de Ciencia, Tecnología e Innovación de Acceso Abierto (ALICIA).
