Thesis Chapter 2 Draft

DRAFT- DO NOT CITE WITHOUT PERMISSION OF THE AUTHOR

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The Linguistification of Value

An outline and brief contextual grounding of Part 1 of University of Hong Kong Professor Chris Hutton’s Language, Meaning and the Law which embeds current schools of thought regarding the overlay of language and the law in historical relief.

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Buying into the Brand

The concept of a brand is that some of a company’s value comes not from the usefulness of its products but from all the other qualities that buyers associate with it. Nike is youth, vitality, and sexy energy. By purchasing the brand, customers participate in those qualities. Nokia is elegant and so up-to-the-minute as to be almost futuristic. Ralph Lauren’s Polo brand is languorously aristocratic – at ease, diffident, and in command. Wearing or wielding one of these brands imparts some of the same qualities to the buyer, in others’ eyes or in her own.

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