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- Title
LA PUBLICIDAD DE TABACO EN ARGENTINA (1935-2012): UN ANÁLISIS SEMIÓTICO DE LOS VALORES SOCIALES ASOCIADOS A SU CONSUMO.
- Authors
ARRIAZU MUÑOZ, RUBÉN
- Abstract
The advertising strategies have a dynamic character that corresponds with the meanings that society makes of a particular product in a concrete historical moment. The case of tobacco is one of the best examples to analyze this advertising dynamism. In the origin of the consumption of tobacco, it was considered an exclusive product and now it is a harmful product for the health. Accepting this premise, the target of the investigation is to analyze from a semiotic approach the social values associated with tobacco consumption in the advertisements published in Argentina in three different moments. These three scenarios serve to show the versatility of the advertising codes to empower or inhibit the consumption of a product through strategies that seek to connect with a symbolic and hedonistic stage based on the desire for citizenship.
- Publication
Revista Prisma Social, 2016, Issue 17, p268
- ISSN
1989-3469
- Publication type
Article