Increase brand awareness

Prisila102

Expressive forms and rhetorical figures It is possible to carry out another type of categorization based on the semantic characteristics of the elements that make up the brand. In fact, visual language, even more than verbal language, uses rhetorical figures. In the case of AND EMILI we are faced with a metonymy on two levels AND Invariable part of speech that establishes a link between elements. As its name suggests, AND EMILI is the result of collaboration, co-planning and the work of many. It is a collective signature and a unique entity, which expresses itself in the third person singular and speaks for everyone. EMILI the use of the typical geographical location as a name constitutes a strong reference to the tradition and identity of a land and has a strong impact on the user's mind which connects the brand to the excellence expressed by the territory.

EMILI is proud of its origins and declares it right from the start. Phonetic aspects In photo retouching addition to the evocative aspects linked to the very essence of the chosen name, there is a second important aspect that must be taken into consideration. Words are effective not only when they tune into the reader's representational systemwords are not just rational or sensorial . Even when meaningless they have a shape, a sound, an emotional charge there are maluma words and takete words , that is, words that convey sensations and influence the reader's liking on an unconscious level. Words perceived as soft and caressing or, vice versa, as harsh and angular. Harsh words full of t r z and s.



Soft words full of m , n , p , b . The definition is by Alessandro Lucchini, and can be read in "The magic of writing" . It is the line of study inaugurated by W. Kohler's experiment Gestalt Psychology, Liveright, New York, he proposed to a study group two meaningless words, maluma and takete , and drawings of two abstract shapes, one roundish and the other angularhe found that % of people associated the angular figure with the word takete and the rounded one with maluma.