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This article has been subjected to double blind peer review

author: Cinzia Bianchi (Dipartimento di Comunicazione ed Economia, Università di Modena e Reggio Emilia (IT))

The parabolic history of the Borsalino hat factory between communicative innovation and company transformation

language: italian

publication date: June 2014

abstract: This paper presents a case study of the brand ‘Borsalino’, whose communication strategy has evolved closely intertwined with the history of the company. The theoretical foundations of the present work stand in the history of advertising, particularly in the first half of the twentieth century, and in a semiotic approach which has allowed us to choose a coherent corpus of images, to compare them and to identify textual constants and variables, within a diacronic perspective.

keywords: pubblicità, innovazione, marca, diacronia, borsalino, advertising, brand

OCULA-FLUX-CinziaBianchi.pdf ➞ PDF [2,792Mb]

DOI: 10.12977/ocula63

citation information: Cinzia Bianchi, Parabole aziendali e innovazione comunicativa. La storia del cappellificio Borsalino, "Ocula", vol.15, June 2014. DOI: 10.12977/ocula63


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ISSN 1724-7810   |   DOI: 10.12977/ocula

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