Ideologie e culture della vendita: luci e spazi al supermercato

Abstract

This paper investigates the role of lighting in the quintessential commercial place: the supermarket. The aim of the article is to understand how lights contribute to construct the sense of a place and to define the supermarket as a text. Supermarket's system of illumination reveals the construcion of a framed text the connect fresh products with canned product. From a structuralistic pont of view, both industrial and organic supermarkets will be considered as the different treatment of lighting gives rise ti twi opposing ideologies of sale and consumption.