The Semiotic Construction of Authenticity: Analyzing Original Vs Imitation Brands Through Language, Law and Visual Identity

Abstract

Forgery and duplication of brands in Pakistan have given birth to the cultural approval, low prices, and social and financial pressure. This phenomenon has been rooted in throughout the globe. The wee numbers of researches about examining Pakistanis’ logos motivated the researcher to conduct a study about them through the lens of symbols. This piece of document focuses on decoding the copying of brands and application of the semiotic mechanisms that effect users’ thoughts, and complicate the copyright and patent laws. It aims at the analysis of multi-faceted replicas of footwear, fast food, bakeries, and pharmaceuticals. Qualitative comparative research design combining with semiotic Analysis (Barthes 1977), Critical Discourse Analysis (Fairclough 1995) via surveys, direct observations, and explicit output testing were harnessed. Data were collected from samples in Faisalabad, Lahore, Chiniot, and other city areas through visiting, purchasing, and visualizing trademarks. Stylo and Stylish (footwear), Layers Bakeshop and Layers Cakeshop (bakery) and Chunk n Cheese and Cheese n Crunch (fast food), and Brufen and Blufen(Pharmaceuticals) were analyzed. The findings showed that their salient features and genres created confusions in their services to their customers.