Selling British Visual Identity through Fragrances (Burberry Branding)
Selling British Visual Identity through Fragrances (Burberry Branding)

Summary/Abstract: Iconicity, the semiotic device of reality, should be interpreted through the lens of indexicality and simbolicity because a visual display of some participants has been shot for historical and cultural reasons. Starting from van Leeuwen’s social semiotics, Schirato and Webb’s pictorial turn and Wright’s photography handbook, we will provide an analysis of Britishness through the Burberry fragrances for Women and Men. The check-pattern and the shots of some famous places in London are not just some fabric design or buildings, but they become signs of British style within the visual discourse.

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