List of sections: 
Social philosophy
Mounth / Year: 
2015, June
Issue of the journal: 
Type of the article: 
Scientific article

The author focuses on the careful consideration of ethical and psychological approaches to the analysis of a brand. Ascertaining the reasons of the insufficient study of these approaches, the author proposes a novel solution - to carry out respective genealogy of the brand. In this article positivism of these approaches, as well as their political implications in the genealogies become clear. As a result of the brand analysis from the social and philosophical point of view, the author points to a peculiarity of production of modern affective subjectivity.

brand, genealogy, affective subjectivity, power, psychology.

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