Pulito! Pubblicità, branding e culture dell'igiene

Abstract

What does the impressive proliferation of competing products and brands in the market of cleaning have to say about our idea of hygiene? Objects and advertising texts set hygienic values, fuelling the contemporary obsession with the cleanest clean. Through semiotic analyses of products and advertisements of brands in the cleaning sector, the book shows how the use of these objects and the communicative strategies put in place to promote them create trends, values, fashions and cultures: contemporary hygienism reveals search for purity that perhaps conceals a general anxiety for salvation.