Ad theory*—A case study: Coca-Cola, January 2013 (notice n° 149675)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 01447cam a2200229 4500500 |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20250112025628.0 |
| 041 ## - LANGUAGE CODE | |
| Language code of text/sound track or separate title | fre |
| 042 ## - AUTHENTICATION CODE | |
| Authentication code | dc |
| 100 10 - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Patrin-Leclère, Valérie |
| Relator term | author |
| 245 00 - TITLE STATEMENT | |
| Title | Ad theory*—A case study: Coca-Cola, January 2013 |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Date of publication, distribution, etc. | 2014.<br/> |
| 500 ## - GENERAL NOTE | |
| General note | 67 |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | A series of situations concerning a brand (Coca-Cola) over a short period of time (January 2013) is used as a showcase for the operability of a number of concepts developed by the author with two other researchers (Caroline Marti de Montety and Karine Berthelot-Guiet) affiliated with the Gripic research group. The aim of ad theory* is to understand the evolution of brand communication, characterized by its various attempts to distinguish itself from advertising by seeking inspiration from media expertise. This comprehensive analysis provides evidence, beyond this specific case, of a strong trend. It also points to the relationships between the intent to circumvent advertising and the growth of approaches based on industrialization and culture commodification. |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | Coca-Cola |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | Advertising |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | De-advertisation |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | Brand movie |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | Brand communication |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | Advertisation |
| 786 0# - DATA SOURCE ENTRY | |
| Note | Communication & langages | o 179 | 1 | 2014-03-01 | p. 3-20 | 0336-1500 |
| 856 41 - ELECTRONIC LOCATION AND ACCESS | |
| Uniform Resource Identifier | <a href="https://shs.cairn.info/journal-communication-et-langages1-2014-1-page-3?lang=en">https://shs.cairn.info/journal-communication-et-langages1-2014-1-page-3?lang=en</a> |
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