{"title":"创始人和他的品牌:塑料符号学,半象征主义,以及抗衰老健康市场中企业和个人身份的融合","authors":"Marília Jardim","doi":"10.11606/issn.1980-4016.esse.2023.206902","DOIUrl":null,"url":null,"abstract":"Through the analysis of two brands in the health, wellness, and longevity sector — Bulletproof and Primal Blueprint — this article examines the amalgamation of brand identity and the lifestyle ideologies of the founders, creating a “total lifestyle” that exceeds the consumption of commodities. The analyses of both brands as isolated entities and the relations they construct within the sector explore the various contrasts constituting the problem of “identity” — both brand and personal, public and private — utilising concepts and methods of analysis developed throughout Jean-Marie Floch’s body of work. In particular, this article revisits his Plastic Semiotics, exploring the semi-symbolism constructed in the logos and the alimentary discourses produced by both brands. The article concludes with a reflection on the significant mechanisms marking the brands’ trajectories from dissenting actors in a sector to authoritative brands aligned with the status quo, interrogating the extent to which such trajectories are aligned with transformations in the brands’ semiotic structures.","PeriodicalId":30062,"journal":{"name":"Estudos Semioticos","volume":"1 1","pages":""},"PeriodicalIF":0.0000,"publicationDate":"2023-08-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"The founder and his brand: plastic semiotics, semi-symbolism, and the amalgamation of corporate and private identities in the anti-ageing wellness market\",\"authors\":\"Marília Jardim\",\"doi\":\"10.11606/issn.1980-4016.esse.2023.206902\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"Through the analysis of two brands in the health, wellness, and longevity sector — Bulletproof and Primal Blueprint — this article examines the amalgamation of brand identity and the lifestyle ideologies of the founders, creating a “total lifestyle” that exceeds the consumption of commodities. The analyses of both brands as isolated entities and the relations they construct within the sector explore the various contrasts constituting the problem of “identity” — both brand and personal, public and private — utilising concepts and methods of analysis developed throughout Jean-Marie Floch’s body of work. In particular, this article revisits his Plastic Semiotics, exploring the semi-symbolism constructed in the logos and the alimentary discourses produced by both brands. The article concludes with a reflection on the significant mechanisms marking the brands’ trajectories from dissenting actors in a sector to authoritative brands aligned with the status quo, interrogating the extent to which such trajectories are aligned with transformations in the brands’ semiotic structures.\",\"PeriodicalId\":30062,\"journal\":{\"name\":\"Estudos Semioticos\",\"volume\":\"1 1\",\"pages\":\"\"},\"PeriodicalIF\":0.0000,\"publicationDate\":\"2023-08-17\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Estudos Semioticos\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.11606/issn.1980-4016.esse.2023.206902\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"\",\"JCRName\":\"\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Estudos Semioticos","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.11606/issn.1980-4016.esse.2023.206902","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
The founder and his brand: plastic semiotics, semi-symbolism, and the amalgamation of corporate and private identities in the anti-ageing wellness market
Through the analysis of two brands in the health, wellness, and longevity sector — Bulletproof and Primal Blueprint — this article examines the amalgamation of brand identity and the lifestyle ideologies of the founders, creating a “total lifestyle” that exceeds the consumption of commodities. The analyses of both brands as isolated entities and the relations they construct within the sector explore the various contrasts constituting the problem of “identity” — both brand and personal, public and private — utilising concepts and methods of analysis developed throughout Jean-Marie Floch’s body of work. In particular, this article revisits his Plastic Semiotics, exploring the semi-symbolism constructed in the logos and the alimentary discourses produced by both brands. The article concludes with a reflection on the significant mechanisms marking the brands’ trajectories from dissenting actors in a sector to authoritative brands aligned with the status quo, interrogating the extent to which such trajectories are aligned with transformations in the brands’ semiotic structures.