02313nam 2200445 450 991055528580332120200309121031.01-119-69466-31-119-69454-X1-119-69470-1(CKB)4100000010080517(MiAaPQ)EBC6010959(CaSebORM)9781786304575(EXLCZ)99410000001008051720200309d2020 uy 0engurcnu||||||||txtrdacontentcrdamediacrrdacarrierCultural mediations of brandsVolume 3 unadvertization and quest for authority /Caroline Marti1st editionLondon, England :ISTE ;Hoboken, New Jersey :Wiley,2020.1 online resource (271 pages)1-78630-457-0 Brands, which are major economic entities and major symbols of market mediations, are increasingly appearing in the social arena as cultural actors in their own right. Their quest for social legitimacy and to have control over the markets goes beyond the usual framework of their communication with initiatives that have begun to have an impact on the French cultural landscape. Media, digital content, educational kits, museum exhibitions and so on are the actions of an unadvertization, which has the potential to transform not only the rapport brands have with the public but also representations of knowledge and culture. The communicative approach at the heart of this book illuminates the contemporary transformations of communication, highlighting three main types of cultural mediations: media, education, and cultural heritage institutions. Cultural Mediations of Brands thus provides a theoretical and critical analysis of the brand and the symbolic effectiveness attributed to it.Branding (Marketing)Branding (Marketing)Social aspectsElectronic books.Branding (Marketing)Branding (Marketing)Social aspects.658.827Marti Caroline1218483MiAaPQMiAaPQMiAaPQBOOK9910555285803321Cultural mediations of brands2817832UNINA