TITLE

The Marketing of What? On the Intertwining of Textual Difference

AUTHOR(S)
Cassinger, Cecilia
PUB. DATE
January 2006
SOURCE
Advances in Consumer Research - European Conference Proceedings;2006, Vol. 7, p27
SOURCE TYPE
Conference Proceeding
DOC. TYPE
Proceeding
ABSTRACT
This paper employs an approach of explaining and understanding to examine what is promoted by the global corporation. While the concept of intertextuality illuminates that texts are endlessly referring to other disparate texts within the same realm of cultural production, structural semiotics view language as a system of negative differences. With this in mind I examine how Swedishness is promoted in the marketing communication of the furnishing retailer IKEA. In conclusion, it is argued that Swedishness is made ambivalent in order to appeal to a global audience, which may encourage transformations and rearrangements of the marketing material when interpreted.
ACCESSION #
26715442

 

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