English
 
Help Privacy Policy Disclaimer
  Advanced SearchBrowse

Item

ITEM ACTIONSEXPORT
  Brand displaced: Trademarking, unmarking, and making the generic

MacLochlainn, S. (2019). Brand displaced: Trademarking, unmarking, and making the generic. HAU: Journal of Ethnographic Theory, 9(3), 498-513. doi:10.1086/706818.

Item is

Files

show Files
hide Files
:
MacLochlainn_2019_Brand.pdf (Any fulltext), 842KB
Name:
MacLochlainn_2019_Brand.pdf
Description:
-
OA-Status:
Visibility:
Public
MIME-Type / Checksum:
application/pdf / [MD5]
Technical Metadata:
Copyright Date:
-
Copyright Info:
-
License:
-

Locators

show
hide
Description:
-
OA-Status:

Creators

show
hide
 Creators:
MacLochlainn, Scott1, Author           
Affiliations:
1Religious Diversity, MPI for the Study of Religious and Ethnic Diversity, Max Planck Society, ou_1116554              

Content

show
hide
Free keywords: Generic, branding, trademarks
 Abstract: In this paper, I examine the creation of prop“non-brands”in the United States movie and television industry. In taking up thework of Independent Studio Services, a large prop house located in California, I look to howfictive and generic alternatives to“real”brands replicate brandedness without any brand. As product placement in movies and television becomes increasinglyimportant as a form of brand promotion, the prop-brand cuts out a unique semiotic space in which a particular ideology ofthe generic is constituted. Such spaces of the generically marked and unmarked are, however, of much broader importance toanthropological and social theory. Reaching far beyond branding, the generic exists as a conceptual space in which we can un-derstand the world of short-hands, blueprints, and proxies, and how they serve as conduits for universal and generalizable formsof knowledge.

Details

show
hide
Language(s): eng - English
 Dates: 2019
 Publication Status: Published online
 Pages: -
 Publishing info: -
 Table of Contents: -
 Rev. Type: -
 Identifiers: DOI: 10.1086/706818
 Degree: -

Event

show

Legal Case

show

Project information

show

Source 1

show
hide
Title: HAU: Journal of Ethnographic Theory
Source Genre: Journal
 Creator(s):
Affiliations:
Publ. Info: -
Pages: - Volume / Issue: 9 (3) Sequence Number: - Start / End Page: 498 - 513 Identifier: -