We found a match
Your institution may have access to this item. Find your institution then sign in to continue.
- Title
Advertising Mythology -- A New Dimension of Contemporary Advertising.
- Authors
Bãlãnescu, Olga
- Abstract
It is a fact that advertisements may have a stronger impact upon consumers suppose they make use of the image of certain persons (whether they are VIPs or not), called "guarantees". Their authority and prestige will influence the consumer and will make him even want to copy the life style of the respective "guarantee". The present paper is focused on finding out the influences of culture upon advertising, or the way the guarantees may be created in close connection with certain cultural archetypes well-known by all the community for which the advertisement was created. The case study is represented by a series of Romanian contemporary advertisements which have been looked into by means of pragmatics.
- Subjects
ADVERTISING &; culture; PRAGMATICS; ARCHETYPES; PUBLICITY; MYTHOLOGY
- Publication
Caietele Echinox, 2015, Vol 28, p335
- ISSN
1582-960X
- Publication type
Article