Gepflegt:Krass: Brand Body and Soul (BrandBody&Soul) - Hardcover

Hardcover

ISBN 10: 389955227X ISBN 13: 9783899552270

Publisher: gestalten, 2008

Synopsis

Youth culture and brands have always had a convoluted relationship both influencing and feeding off each other alike. The term "gepflegt krass" is German slang used mainly by youth culture for awesome or cool. Gepflegt: KRASS takes youth culture and the visual culture of brands as a starting point to investigate this complex correlation and incisively analyses the multifaceted dynamic of branding culture. Presented in an exciting collage with manifold layers of text and photography on each page, this large format academic publication defines the visual identities of luxury brands and examines the attraction and fascination youth culture have with them

About this title

From the Inside Flap:

Youth culture and brands have always had a convoluted relationship, both influencing

and feeding off each other alike. The term "gepflegt krass" is German

slang used mainly by youth culture for awesome or cool. Gepflegt: KRASS takes

youth culture and the visual culture of brands as a starting point to investigate

this complex correlation and incisively analyses the multifaceted dynamic of

branding culture.

This large format publication is critical, challenging and at the same time a theoretical

expedition into the world of branding, penetrating a topic that is widely

researched yet difficult to keep abreast of due to its ceaseless development.

Presented in an exciting collage with manifold layers of text and photography pervading

each page, Gepflegt: KRASS defines the visual identities of luxury brands

and examines the attraction and fascination youth culture has with them.

It presents real cultural studies with quotes from pop stars and celebrities as

well as slogans and excerpts from literature. Questions are raised such as how to

define, create and communicate value and how brands construct our self-perception

they are then taken out of their context and put back into a new context

providing ample analysis.

This academic publication documents the unique research project Brands &

Branding Topologies of Contemporary Brand Culture carried out by the respected

Institut fr Theorie der Gestaltung und Kunst Zrich which explores the

multi-faceted layers and interrelationships between youth culture, subcultures

and brands.

About this edition

• Publisher: gestalten
• Publication date: 2008
• ISBN 10: 389955227X
• ISBN 13: 9783899552270
• Binding: Hardcover
• Number of pages: 476
• Editor: Feurer Richard, Huber Jorg, Michel Mattias