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留学生工商管理硕士毕业论文:National pride, glo

National pride, global capital: a social semiotic analysis of transnational visual branding in the airline

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A RT I C L E
National pride, global capital: a social
semiotic analysis of transnational visual
branding in the airline industry
C R I S P I N T H U R L OW A N D G I O R G I A A I E L L O
University of Washington, Seattle, USA
A B S T R A C T
In this article we examine 561 different airline tailfin designs as a visualgenre, revealing how the global–local binary may be managed and realizedsemiotically. Our analysis is organized into three strands: (a) a descriptiveanalysis identifies the strikingly restricted visual lexicon and dominantcorporate aesthetic established by tailfin design; (b) an interpretive analysisconsiders the communicative strategies at play and the meaning potentialswhich underpin different visual resources; (c) a critical analysis links thesedecisions of design and branding to the political and cultural economies ofglobalism and the airline industry. Specifically, we show how airlines areable to service national identity concerns through the use of highly
http://ukthesiss.com/dissertation_writing/MBA/localized visual meanings while also appealing to the meaning systems ofthe international market in their pursuit of symbolic and economic capital.One key semiotic resource is the balancing of cultural symbolism andperceptual iconicity in the form of abstracted stylizations of kinetic effects.Although positioned unfairly in the global semioscape, airlines may resiststraightforward cultural homogenization by strategically reworking existingdesign structures and exploiting possibly universal semiotic meaning potentials.
K E Y WO R D S
corporate branding • globalization • perception • kinetic stylization •semioscape • social semiotics • universal iconicity
In 1997, at a reported cost of some £60 million (US$120 million), BritishAirways (BA) famously decided to break from its long-established aeroplanelivery based on the red, white and blue of the British national flag bylaunching what was described in the press as ‘a bold global image based noton a single logo but a series of related designs from around the world’.Copyright © 2007 SAGE Publications (Los Angeles, London, New Delhi and Singapore:http://vcj.sagepub.com) /10.1177/1470357207081002



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