000			01336cam a2200157 4500500
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041			_afre
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100	1	0	_aMarrone, Gianfranco _eauthor
245	0	0	_aFood rhythms: From fast to slow. A case study of the Slow Food brand
260			_c2020.
500			_a28
520			_aUsing 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.”
786	0		_nCommunication & langages | o 206 | 4 | 2020-11-26 | p. 97-109 | 0336-1500
856	4	1	_uhttps://shs.cairn.info/journal-communication-et-langages-2020-4-page-97?lang=en&redirect-ssocas=7080
999			_c459904 _d459904