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  • BRAIN: Validation of Enhanced Emotion Enabled Cognitive Agent Using Virtual Overlay Multi-Agent System Approach
    In order to avoid car accidents and ensure safer roads, Autonomous vehicles (AVs) have been created. These vehicles are capable of sensing its environment and navigating without human input, which is indeed a great step …
  • SMART 2016 – Scientific Methods in Academic Research and TeachingSMART 2016 – Scientific Methods in Academic Research and Teaching
    Timișoara, Romania, November 17-20, 2016 Venue The sessions will be held in the amphitheatres of the Central Library of the University Politehnica of Timisoara, Bul. V. Parvan No. 2B, Timisoara – http://www.upt.ro/Informatii_library-of-upt_409_en.html. Programme The conference …
  • BRAIN: Generation Y Students in Social MediaBRAIN: Generation Y Students in Social Media
    Daniela Popescul and Mircea Georgescu present a new research indexed in BRAIN Journal on a very actual topic: Generation Y Students in Social Media. The purpose of this study is to estimate what it is known …
  • BRAIN: Ethnolinguistic Audio-visual Atlas of the Cultural Food Heritage of Bacău County – Elements of methodologyBRAIN: Ethnolinguistic Audio-visual Atlas of the Cultural Food Heritage of Bacău County – Elements of methodology
    Cultural heritage consists not only of objects that we can see and touch, but also immaterial elements like social practices, knowledge, skills, and traditional food. The paper “Ethnolinguistic Audio-visual Atlas of the Cultural Food Heritage of Bacău County …
  • BRAND: A Study of Principled Negotiation Based on the Chinese Harmony ThoughtBRAND: A Study of Principled Negotiation Based on the Chinese Harmony Thought
    In the latest volume of the BRAND, Shougang Zhang and Milan Constantinovits shows the importance of international negotiation in the process of globalisation. Cultural diversity has determined many failures in different domains, especially when it …
  • BRAIN: An Intelligent Method to Process Romanian Language Internet ReviewsBRAIN: An Intelligent Method to Process Romanian Language Internet Reviews
    Internet reviews can be seen as an efficient communication form, adapted to the digital world of today. However, researchers are, for the most part, oriented towards English based ones. The Romanian language reviews exhibit specific …
  • BRAIN: Brain and AIBRAIN: Brain and AI
    As years pass, the importance of Artificial Intelligence grows at a fast pace. The evolution of this concept is being presented to the readers in Ángel Garrido’s upcoming paper, titled Brain and AI. Starting with …
  • BRAIN: Automatic Anthropometric System Development Using Machine Learning
    In the latest volume of the BRAIN journal, Long The Nguyen and Huong Thu Nguyen from Irkutsk National Technical University in Lermontov, Russia have developed a research paper on the Automatic Anthropometric System Development using …
  • BRAIN: New Ideas for Brain ModellingBRAIN: New Ideas for Brain Modelling
    BRAIN is an academic journal willing to create links between specialists from clearly diverse exploratory fields, for example, Computer Science and Neurology. In fact, there is a considerable measure of subjects, for example, Artificial Intelligence, Cognitive …
  • BRAIN: Conscience in Language TeachingBRAIN: Conscience in Language Teaching
    Conscience in Language Teaching and its Relationship with Language Proficiency and Emotional Intelligence of EFL Teachers by Sedighe Jalili Kalangestani was published here. Several factors contribute to the efficacy of an English language teacher, among which, …
  • BRAIN: Efficient Filtering of Noisy Fingerprint ImagesBRAIN: Efficient Filtering of Noisy Fingerprint Images
    Fingerprint identification is an imperative field in the wide space of biometrics with numerous applications, in various zones such as: judicial, cell telephones, access systems, airports. There are many elaborated algorithms for fingerprint identification, but none …
  • SMART 2016 – Pre-conference MOOCSMART 2016 – Pre-conference MOOC
    This MOOC consists of selected conference presentations as short videos that demonstrate the main outcomes of the authors’ contributions. The scope is to enhance the discussions and exchange between the participants in the conference and …

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BRAND: Symbolic Relationships in Advertisements

When talking about advertisements, one would certainly link them to the word “symbol”, as the advertisements prepare for the products that they recommend a rich symbolic life. Since the products are different, the symbolic life should also be creative and different. More than that, this is exactly the reason why symbolism is linked to commerce: because the producers are numerous and their goods similar. So, in order to differentiate their goods, the producers seem to transform them into symbols, to assign values to them.

jaipuri-advertising

The paper written by Costin Popescu explains some practices of advertising, mainly: visual symbolic potential stressed by verbal commentaries, product’s icon as part of a network of forms and Iconic network claimed by the brand. All of the explanations contain examples and photos in order to support the opinion. The third section of the article includes the interpretations of Boucheron’s Jaïpur. It was launched in the mid-1990s and generated a lot of discussions. It was compared to a lot of other advertisments and linked to different conceptions. The nutcracker in Cincinnati, on which the four forms dance, and advertising from the 1990s, mainly Coco. L’esprit de Chanel which shows a woman on a pedestal with stairs is brought into discussion.

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