TY  - BOOK
AU  - Marrone,Gianfranco
TI  - Food rhythms: From fast to slow. A case study of the Slow Food brand
PY  - 2020///.
							
N1  - 28
N2  - Using the tools of semiotic analysis, this article aims to show that Slow Food is a perfect brand. First, this brand was established to oppose another very strong brand, the global colossus of fast food: McDonald’s. Second, this opposition was not originally an offer of alternative products to McDonald’s, but a proposal of new values: an abstract formulation of an alternative way of life. It was only after the brand had become established (thanks to its PR efforts) that it acquired a commercial dimension involving food, wine, dining venues, publishing, companies, whole regions, and even ""slow cities."" As such, with a fully semiotic gesture, Slow Food has successfully navigated the discursive process typical of any brand, to become, as Lévi-Strauss would have said, “good to think about.”
UR  - https://shs.cairn.info/journal-communication-et-langages-2020-4-page-97?lang=en&redirect-ssocas=7080
ER  -