L' exotisme, Instrument analytique des activités expressives des marques : Le cas de l’horlogerie

  • Gérald Mazzalovo Sasin School of Management (Chulalongkorn University. Bangkok)
DOI: https://doi.org/10.5209/ciyc.81553
Keywords: exoticism, semiotics, advertising, brands, culture, watches

Abstract

This article reflects on the notion of exoticism and considers its possible application to the advertising of watch brands. Based on the contributions of Victor Segalen and Juri Lotman to the understanding of encounters between different cultures, new definitions and a semiotic square of the modes of production of exoticism are introduced. The aim is to provide some useful tools to manage a phenomenon that, although widespread in advertising, is little studied.

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Published
2022-06-17
How to Cite
Mazzalovo G. (2022). L’ exotisme, Instrument analytique des activités expressives des marques : Le cas de l’horlogerie. CIC. Cuadernos de Información y Comunicación, 27, 35-52. https://doi.org/10.5209/ciyc.81553
Issue
Vol. 27 (2022): Monográfico: Semiótica de la cultura y análisis mediático (In memoriam Jorge Lozano)
Section
Monograph

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