Introduction

Gérald Mazzalovo

A chapter in Brand Aesthetics, 2012, pp 1-7 from Palgrave Macmillan

Abstract: Abstract The aesthetization of daily life is one of the most noticeable characteristics of our postmodernizing world (Lyotard 1979; Baudrillard 1985; Featherstone 1987: 90–1; Firat and Venkatesh 1995; Postrel 2003). This is what the semiotician Andrea Semprini (2005) defines as ‘the generali­zation and trivialization of the aesthetic paradigm within the develop­ment of postmodern brands’.

Keywords: Brand Equity; Experimental Aesthetics; Aesthetic Dimension; Brand Management; Figurative Meaning (search for similar items in EconPapers)
Date: 2012
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-02560-9_1

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DOI: 10.1057/9781137025609_1

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