This research is framed in the academic debate on the postmodern configuration of the advanced societies that, trough its marketing tradition (Firat and Venkatesh 1993, 1995; Cova 1996; Cova and Cova 2001; Brewis 2005: Silva et al. 2005; Cova 2013; Badot 2014; Podoshen 2014), conceives food as a cultural category (Kniazeva e Venkatesh, 2007). Just like the objects, that are replaceable with symbols (Appadurai 1986), consumption evolves from its functional sphere to a narrative one (Gruner et al. 2001; Marshall 2005; Fonseca 2008; Gomez and Torelli 2015; Perrea et al. 2015), thus overcoming its primordial nutritive significance (to feed) in favour of its storytelling (to experience).
THE MEDITERRANEAN DIET STORYTELLING. AN INQUIRY INTO AN INTANGIBLE MARKETING ASSET
Luca Petruzzellis
2016-01-01
Abstract
This research is framed in the academic debate on the postmodern configuration of the advanced societies that, trough its marketing tradition (Firat and Venkatesh 1993, 1995; Cova 1996; Cova and Cova 2001; Brewis 2005: Silva et al. 2005; Cova 2013; Badot 2014; Podoshen 2014), conceives food as a cultural category (Kniazeva e Venkatesh, 2007). Just like the objects, that are replaceable with symbols (Appadurai 1986), consumption evolves from its functional sphere to a narrative one (Gruner et al. 2001; Marshall 2005; Fonseca 2008; Gomez and Torelli 2015; Perrea et al. 2015), thus overcoming its primordial nutritive significance (to feed) in favour of its storytelling (to experience).I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
