Brand kinesics

Abstract

Increasingly, brands has been recognized as units of meaning, capable to endowing of meaning the universe of consumption. However, marketing trends to assume these meanings as corporately managed, liable of organization control, assuming a passive consumer. This study considers the brand as a linguistic sign, which receives many meanings in their context of use. Aligned to this pragmatic view, we conducted an ethnography of communication, investigating brands in its linguistic use context. Among the various aspects amenable to observation, we stopped in kinesic movements, assuming that the body has a language that participates in the signification process. Our findings highlight how the body contributes to brand signification, an innovative approach current literature.