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- Title
THE "FOREVER YOUNG" CANON. FIGURATIONS OF THE ADVERTISING OF FEMININITY.
- Authors
Camilo, Eduardo J. M.
- Abstract
In contemporary advertising discourse, the importance of branding prevails over the product. This is one of several consequences increasingly exploiting the applicant of the intangibles in detriment of those who took as the foundation of USP. To paraphrase Jean Marie Floch, the promotional sheets relates increasingly with oblique paradigms advertising and especially the mythical advertising, whose references as Ph Michel or mainly Leo Bernett Michel and Jacques Séguéla were inevitable (Floch, 1990: 201-204; Camilo, 2010: 123-130). Precisely with reference to this discursive context, it is our purpose to show how the actor advertising is calculated, especially that starring role of "young" and "woman". This work aims to carry out a classification of regimes of the representation of advertising of the "young woman" and is derived from a semiotic analysis of nature texts. It is based on a corpus of 230 by means of advertising published in women's magazines published in Portugal in the period of May and July 2015. We intend with this qualitative analysis to draw a semiotic profile of "female actor" and see how far this is excessive determined by an attribute: the "youth".
- Subjects
FEMININITY; BRANDING (Marketing)
- Publication
Revista de Comunicación de la SEECI, 2016, Issue 39, p46
- ISSN
2695-5156
- Publication type
Article
- DOI
10.15198/seeci.2016.39.46-71