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Brands and Cultural Analysis

  • Book
  • © 2019

Overview

Authors:
  1. Arthur Asa Berger

    1. Department of Broadcast and Electronic Communication Arts, San Francisco State University, San Francisco, USA

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  • Includes illustrations to highlight different aspects of brand discourse
  • Accessibly written for scholars and students alike
  • Authored by one of the foundational thinkers in Media and Cultural Studies in the Americas

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Table of contents (16 chapters)

  1. Front Matter

    Pages i-xxiii
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  2. Theoretical Considerations

    1. Front Matter

      Pages 1-1
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    2. Introduction: Thinking About Brands

      • Arthur Asa Berger
      Pages 3-7

    3. What Is a Brand? A Semiotic Analysis

      • Arthur Asa Berger
      Pages 9-17

    4. Brands and the Psyche

      • Arthur Asa Berger
      Pages 19-33

    5. Brands in Society, Society in Brands

      • Arthur Asa Berger
      Pages 35-45

    6. Marketing Brands

      • Arthur Asa Berger
      Pages 47-55

    7. Brands in History and History in Brands

      • Arthur Asa Berger
      Pages 57-65

    8. Language and Brands

      • Arthur Asa Berger
      Pages 67-74

    9. Logos and Visual Signifiers

      • Arthur Asa Berger
      Pages 75-85

  3. Applications

    1. Front Matter

      Pages 87-87
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    2. The Branded Self

      • Arthur Asa Berger
      Pages 89-97

    3. San Francisco as a Brand

      • Arthur Asa Berger
      Pages 99-105

    4. Japan as a Brand

      • Arthur Asa Berger
      Pages 107-118

    5. Ocean Cruise-Line Wars or Selling the Seas

      • Arthur Asa Berger
      Pages 119-126

    6. Brand Sacrality

      • Arthur Asa Berger
      Pages 127-135

    7. Brand Discourse

      • Arthur Asa Berger
      Pages 137-146

    8. Mythology and Brands

      • Arthur Asa Berger
      Pages 147-153

    9. Coda

      • Arthur Asa Berger
      Pages 155-161

  4. Back Matter

    Pages 163-177
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Keywords

About this book

This book, written in an accessible style with numerous illustrations and with drawings by the author, discusses what brands are and the role brands play in American society and consumer cultures, in general. The book uses a cultural studies approach and draws upon concepts and theories from semiotics, psychoanalytic theory, sociological theory, discourse theory, and other related fields.  It also quotes from a number of important thinkers whose ideas offer insights into various aspects of brands. Brands has chapters on topics such as what brands are, their role in society, brands and the psyche, brands and history, language and brands, the marketing of brands, brands and logos, the branded self, San Francisco and Japan as brands, brand sacrality, multi-modal discourse analysis and brands, and competition among brands. 



Authors and Affiliations

  • Department of Broadcast and Electronic Communication Arts, San Francisco State University, San Francisco, USA

    Arthur Asa Berger

About the author

Arthur Asa Berger is Professor Emeritus of Broadcast and Electronic Communication Arts at San Francisco State University, USA. He has published more than one hundred papers and more than seventy books on popular culture, media, consumer culture, semiotics, humor, and tourism.  He has lectured at universities in twenty-six countries and his books have been translated into nine languages

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