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| Author: | Buchanan-Oliver, M. Cruz, A. Schroeder, J. E. |
| Title: | Shaping the body and technology. Discursive implications for the strategic communication of technological brands |
| Journal: | European Journal of Marketing
2010 : VOL. 44:5, p. 635-652 |
| Index terms: | brands |
| Freeterms: | metaphors visual media management strategy marketing communications |
| Language: | eng |
| Abstract: | The aim of this article is to provide a theoretical analysis of contemporary brand communication for technology products, the focus being on how the human body functions as a metaphorical and communicative device, to shed insight into how technological brands make their products understandable, tangible and attractive. It is argued that to successfully communicate technological brands, interdisciplinary insights are required to understand consumption contexts. An analytic framework focused on visual communication is proposed. It is demonstrated how advertising creates and contributes to culture. |
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