Global Brands. Book presentation at Gaudeamus Book Fair

Dr. Nicoleta Corbu, Director of the Center for Research in Communication, had a book presentation at Gaudeamus Book Fair on November 26, 2009. The book, Global brands, published by Tritonic editorial group and the U.S. Fulbright Commission, is the result of her American experience as a Fulbright Scholar at University of Georgia, as well as the result of several collaborations with friends and partners from France, China, and Romania.

The book presents the results of a cross-cultural research in four different cultural spaces, USA, France, Romania, and China. It investigates the way global brands of automobiles are decoded in different cultures, the commonalities and differences, cultural specificities, as well as methodological findings related to cross-cultural research.

From a theoretical point of view, the book offers a new semiotic theory of advertising; the author proposes a new concept, “the advertsphere”, or the space outside which the decoding of advertising signs is not possible.

Dr. Dorina Guţu, the executive director of the Fulbright Commission in Romania, and Dr. Remus Pricopie, dean of the College of Journalism and Mass Communication, were speakers at the event and presented the book from different perspectives.