Voices in alliance and voices in confrontation: the authorship in the discursive fields of contemporary advertising production processes
The discursive chain of advertising is going through a phase of reconfigurations. The scenario of a profusion of voices, mingled with consumer engagement in productive processes in search of self-representation, transforms the advertising deeds. It is a communicational phenomenon that violates pre-e...
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| Formato: | artículo |
| Estado: | Versión publicada |
| Fecha de publicación: | 2016 |
| País: | Brasil |
| Recursos: | Escola Superior de Propaganda e Marketing (ESPM) |
| Repositorio: | Comunicação, Mídia e Consumo (Online) |
| Idioma: | portugués inglés |
| OAI Identifier: | oai:ojs.revistacmc.espm.br:article/1133 |
| Acesso em linha: | https://revistacmc.espm.br/revistacmc/article/view/1133 |
| Access Level: | acceso abierto |
| Palavra-chave: | Authorship Advertising Discourse Advertising Creation Subject-consumer Cyber-advertisement Autoria Discurso publicitário Criação publicitária Sujeito-consumidor Ciberpublicidade |
| Resumo: | The discursive chain of advertising is going through a phase of reconfigurations. The scenario of a profusion of voices, mingled with consumer engagement in productive processes in search of self-representation, transforms the advertising deeds. It is a communicational phenomenon that violates pre-established concepts, among them the notion of authorship applied to advertising. As a guiding perspective – tensioned to the French Discourse Analysis of Pecheutian orientation – has been the focus on cyber-advertisement as a preamble to examine the conditions of production of the advertising narrative. The reflection of the digital interactivity is the strengthening of the authorship in the dimension of the subject-consumer. |
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