Il packaging come icona culturale? Processi di significazione e meccanismi intertestuali
This paper analyses product packaging as cultural icons that condense and spread socio-cultural values. Some global brand's packs became unmistakable signs of those brands (take the contour bottle of Coca-Cola or the Nutella jar) but also objects able to communicate consumption values, cultural...
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| Format: | Article |
| Language: | English |
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Associazione Ocula
2020-04-01
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| Series: | Ocula |
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| Online Access: | https://www.ocula.it/files/OCULA-22-VENTURABORDENCA-Il-packaging-come-icona-culturale |
| _version_ | 1831675950859812864 |
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| author | Ilaria Ventura Bordenca |
| author_facet | Ilaria Ventura Bordenca |
| author_sort | Ilaria Ventura Bordenca |
| collection | DOAJ |
| description | This paper analyses product packaging as cultural icons that condense and spread socio-cultural values. Some global brand's packs became unmistakable signs of those brands (take the contour bottle of Coca-Cola or the Nutella jar) but also objects able to communicate consumption values, cultural habits and collective usages. Through the analysis of some case studies from the fields of branding and marketing, this paper aims at investigating the semiotic processes that transform packaging from commercial and common objects to cultural icons. The main idea is that intermedial translations and interdiscoursive migrations are the fundamental mechanisms involved in this processes of iconization (with specific packaging items moving from the field of branding to those of arts, music, movies, design, fashion). |
| first_indexed | 2024-12-20T04:12:44Z |
| format | Article |
| id | doaj.art-2bf7574340ab4c09914e43e39640cf8e |
| institution | Directory Open Access Journal |
| issn | 1724-7810 |
| language | English |
| last_indexed | 2024-12-20T04:12:44Z |
| publishDate | 2020-04-01 |
| publisher | Associazione Ocula |
| record_format | Article |
| series | Ocula |
| spelling | doaj.art-2bf7574340ab4c09914e43e39640cf8e2022-12-21T19:53:50ZengAssociazione OculaOcula1724-78102020-04-01213010.12977/ocula2020-20Il packaging come icona culturale? Processi di significazione e meccanismi intertestualiIlaria Ventura Bordenca0Ilaria Ventura Bordenca Dipartimento Culture e Società, Università degli studi di Palermo (IT)This paper analyses product packaging as cultural icons that condense and spread socio-cultural values. Some global brand's packs became unmistakable signs of those brands (take the contour bottle of Coca-Cola or the Nutella jar) but also objects able to communicate consumption values, cultural habits and collective usages. Through the analysis of some case studies from the fields of branding and marketing, this paper aims at investigating the semiotic processes that transform packaging from commercial and common objects to cultural icons. The main idea is that intermedial translations and interdiscoursive migrations are the fundamental mechanisms involved in this processes of iconization (with specific packaging items moving from the field of branding to those of arts, music, movies, design, fashion).https://www.ocula.it/files/OCULA-22-VENTURABORDENCA-Il-packaging-come-icona-culturaleicona culturalecultural iconpackagingintertestualitàtraduzionebrandvisualitàintertestualitytranslationvisuality |
| spellingShingle | Ilaria Ventura Bordenca Il packaging come icona culturale? Processi di significazione e meccanismi intertestuali Ocula icona culturale cultural icon packaging intertestualità traduzione brand visualità intertestuality translation visuality |
| title | Il packaging come icona culturale? Processi di significazione e meccanismi intertestuali |
| title_full | Il packaging come icona culturale? Processi di significazione e meccanismi intertestuali |
| title_fullStr | Il packaging come icona culturale? Processi di significazione e meccanismi intertestuali |
| title_full_unstemmed | Il packaging come icona culturale? Processi di significazione e meccanismi intertestuali |
| title_short | Il packaging come icona culturale? Processi di significazione e meccanismi intertestuali |
| title_sort | il packaging come icona culturale processi di significazione e meccanismi intertestuali |
| topic | icona culturale cultural icon packaging intertestualità traduzione brand visualità intertestuality translation visuality |
| url | https://www.ocula.it/files/OCULA-22-VENTURABORDENCA-Il-packaging-come-icona-culturale |
| work_keys_str_mv | AT ilariaventurabordenca ilpackagingcomeiconaculturaleprocessidisignificazioneemeccanismiintertestuali |