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Introduction

In: Brand Aesthetics

Author

Listed:
  • Gérald Mazzalovo

Abstract

The aesthetization of daily life is one of the most noticeable characteristics of our postmodernizing world (Lyotard 1979; Baudrillard 1985; Featherstone 1987: 90–1; Firat and Venkatesh 1995; Postrel 2003). This is what the semiotician Andrea Semprini (2005) defines as ‘the generali­zation and trivialization of the aesthetic paradigm within the develop­ment of postmodern brands’.

Suggested Citation

  • Gérald Mazzalovo, 2012. "Introduction," Palgrave Macmillan Books, in: Brand Aesthetics, pages 1-7, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-02560-9_1
    DOI: 10.1057/9781137025609_1
    as

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