Studies in Linguistics, Literature, Culture, and Discourse Analysis
Edited By Maria-Ionela Neagu and Domnita Tomescu
This transdisciplinary study gathers research papers that reveal the multifarious facets of the concept of «persuasion». It is argued that regardless of its degree of intentionality, the act of persuasion underlying each information item prompts the interlocutors to cross the borders of political, historical, linguistic, narrative, psychotherapeutic, and even marketing configurations. The contributors’ contention is that political thinking and ideology-grounded linguistic patterns act as a form of social control, both informing and shaping the sense of identity of the manipulated masses and of the oppressed.
«Taking a sociolinguistic turn, this volume of interesting scholarly works addresses matters of ideological loadings in a variety of genres, contributing to the development of new research paradigms.» – Bledar Toska, University of Vlora «Ismail Qemali»
Consumption and myth in advertising (Loredana Stoica)
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Loredana StoicaPetroleum-Gas University of Ploiesti
Consumption and myth in advertising
Abstract: The article analyzes various types of commercials categorized according to a specific typology or construction. The research aims to discuss the impact on the viewer first, as a potential buyer and second, as a regular client and consumer not only of material products, but of emotions, states of mind and lifestyles as well. The discursive strategies, patterns, and composition characteristics of commercials as end products of the advertising process justify their similarities with literary productions.
Along with mass consumption, mass production involves a cultural and social dynamic meant to educate the modern consumer. Due to the emergence of brands, packaging, and advertising as a triple invention launched during the first stage of the consumer civilization (Lipovetsky 2007, 23), the consumer selects carefully the products s/he buys and enters the circle of marketing and advertising strategies that are aimed directly at him/her.
Roland Barthes proposes a semiological approach on the myth perceived as a form of signification. The myth becomes a system of communication which sends messages by means of representations that may include various forms of texts and discourses such as pictures, movies, reports, sports, shows, and advertising (Barthes 1987, 95). Thus, advertising meets the attributes of the mythical discourse by its mechanisms, processes, emotional stimuli. Likewise, as the end product of the advertising approach, the commercial also embodies discursive and textual features...
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