#Avowed by the moonlight silvana series

Mayer H., Andrés Jaque/Office for Political Innovation (OFFPOLINN), and MYCKET that build on a queer understanding of architecture and design to explore relationships between bodies, the materiality of domestic spaces, and communal identities, challenging binary understandings of architectural design spaces and linking them to the configuration of citizenship. However, critical practitioners have sought to expand from an understanding based on an essentialist understanding of queer bodies to link instead the experience of built environments to the repression of non-normative/non-compliant bodies. Queer space discourse in architecture has often been about reclaiming sexualized spaces or spaces used by LGBT people as being part of architectural history.

#Avowed by the moonlight silvana series

Originality/value This paper highlights how furniture retailers through the figurative choices they make to portray a child bedroom and to organize a series of child bedroom images within a catalogue, generate a brand discourse aiming to typify representations of childhood imbued with diverse cognitive, social and emotional dimensions within diverse cultural backgrounds. Findings The scenes portrayed to shape the message addressed to the “parent-child cluster“ consumer, suggest that, in addition to fostering positive values such as self-fulfilment and stimulating background for an active child, they also promote discourses about contemporary childhood and parenthood. Design/methodology/approach A corpus of 200 press advertisements and catalogues produced by children's furniture manufacturers (particularly IKEA and Gautier) was analysed using a combination of Barthes’ (1964) visual analysis and Greimas’ (1987) narrative approach to visual discourses. The purpose of the paper is to highlight the multilayered process involved in conveying meaning to the “parent-child cluster” consumer through press and online advertisements designed by children’s furniture manufacturers. Purpose From an interpretive semiology perspective this paper examines the meaning suggested by the absence of children in newspaper advertisements, commercial websites and catalogue images of children’s furniture manufacturers. Originality/value – The paper challenges the dominant theological discourse in extant branding literature and puts forward a dialectical approach as a new proposition. Practical implications – Managers are advised to mediate between the theological pledge of their brand and its pragmatic implementation. Third, a new framework for and the definition of a dual, dialectical brand contract in B2B are developed.

The theological contract is used by managers to strengthen suppliers’ beliefs in the company’s vision and mission, while the pragmatic one is employed by both parties for the implementation of the brand’s norms and brand equity. Second, the specific goals and roles of managers and suppliers in each contract are defined. Findings – First, both types of contract are identified in the firm’s practices. A tentative framework of a dialectical contract is developed through drawing on three cases of Chinese suppliers for the focal firm, IKEA. The study adds to this the pragmatic perspective of a social contract, as deployed by the social sciences and IMP literatures. Design/methodology/approach – A review of the branding literature challenges the dominant notion of the brand covenant as a firm driven, unilateral promise, referred to as a theological contract. Purpose – The purpose of this paper is to explore the nature of brand contract in B2B from two perspectives: the theological and pragmatic.