Brandurile ca structuri ontologic consistente

Autori

  • Gerard STAN Universitatea „Alexandru Ioan Cuza” din Iași

Cuvinte cheie:

brands, brandworld, reality of brands, artifacts, artworld, artwork, possible worlds, fictional worlds.

Rezumat

The aim of my research is to clarify the ontological status of brands among other types of artifacts. The effort to clarify this ontological problem follows three distinct lines of argumentation: First, I emphasize that there is a profound similarity between the way in which some philosophers understand the genesis of the artwork and how the genesis of a brand happens. Second, I argue that any brand is much more than what derives from tangible identity and from mental association. Any brand is a brandworld, a world resembling a fictional world. Finally, I advocate the autonomy of the brands as types of entities, arguing that brands do not have a shadowy existence and are not mere shadows of industrial products. If brands would not have autonomy and would not have a causal power, then many economic phenomena would become unintelligible.

Biografie autor

Gerard STAN, Universitatea „Alexandru Ioan Cuza” din Iași

Această lucrare reprezintă o versiune revizuită și adăugită a secțiunilor 1, 3, 4 și 6 din articolul “The Brandworld as Ontologic Metaphor”, Argumentum 12 (2), 2014, pp. 141-161.

Referințe

BENJAMIN, Walter. 2002. „Opera de artă în era reproducerii mecanice”. În Iluminări, 107-131. Cluj: Idea.

DANTO, Arthur C. 1981. The Transfiguration of the Commonplace. A Philosophy of Art. Cambridge, London: Harvard University Press.

DANTO, Arthur C. 1964. ”The Artworld”. The Journal of Philosophy 61(19): 571-584.

ECO, Umberto. 1991. Lector in fabula, Bucureşti: Univers.

GOMPERTZ, Will. 2014. O istorie a artei moderne. Iași: Polirom.

GRASSL, Wolfgang. 1999. ”The Reality of Brands: Toward an Ontology of Marketing”. American Journal of Economics and Sociology 58: 313-359.

JACQUETTE, Dale. 2002. Ontology. Chesham: Acumen.

LEWITT, Sol. 1999. ”Sentences on Conceptual Art”. În Conceptual Art: A Critical Anthology, edited by Alexander Alberro & Blake Stimson, 12-17. Cambridge, London: The MIT Press.

LEWIS, David K. 1986. On the Plurality of Worlds. Oxford: Blackwell.

LINDSTROM, Martin. 2005. Brand Sense. Sensory Secrets Behind the Stuff We Buy. New York: The Free Press.

MALEVICH, Kazimir. 1959. The Non-Objective World: The Manifesto of Supremantism. Chicago: Paul Theobald and Company.

PAVEL, Thomas G. 1986. Fictional Worlds. Cambridge, MA: Harvard University Press.

POUIVET, Roger. 2009. Ce este opera de artă? Iaşi: Editura Fundaţiei Axis.

PLANTINGA, Alvin. 1976. ”Actualism and Possible Worlds”. Theoria 42 (1-3): 139-160.

RESCHER, Nicholas. 1975. A Theory of Possibility. A Constructivistic and Conceptualistic Account of Possible Individuals and Possible Worlds. Oxford: Basil Blackwell.

RYAN, Marie-Laure. 1980. ”Fiction, Non-Factuals and the Principle of Minimal Departure”. Poetics 8: 403-422.

WOLF, Mark J.P. 2012. Building Imaginary Worlds: The Theory and History of Subcreation. New York: Routledge.

Descărcări

Publicat

2015-12-17

Număr

Secțiune

PROVOCĂRI CONTEMPORANE ÎN ŞTIINŢELE COMUNICĂRII