Phenoadvertising and genoadvertising: a semiotic reflection on cause advertising
This work can be seen as a modest contribution to investigations dedicated to the complex relationships between advertising communication and the political, social, economic and cultural sphere, materialized in what is commonly called cause advertising. Based on the concepts of phenotext and genotex...
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| Tipo de recurso: | artículo |
| Estado: | Versión publicada |
| Fecha de publicación: | 2024 |
| País: | Brasil |
| Institución: | Escola Superior de Propaganda e Marketing (ESPM) |
| Repositorio: | Comunicação, Mídia e Consumo (Online) |
| Idioma: | portugués inglés |
| OAI Identifier: | oai:ojs.revistacmc.espm.br:article/2875 |
| Acceso en línea: | https://revistacmc.espm.br/revistacmc/article/view/2875 |
| Access Level: | acceso abierto |
| Palabra clave: | Advertising Advertising language Cause advertising fenoadvertising genoadvertising Publicidade linguagem publicitária publicidade de causa feno-publicidade geno-publicidade |
| Sumario: | This work can be seen as a modest contribution to investigations dedicated to the complex relationships between advertising communication and the political, social, economic and cultural sphere, materialized in what is commonly called cause advertising. Based on the concepts of phenotext and genotext, proposed by Julia Kristeva and expanded in their application possibilities by Roland Barthes and Byung Chul-Han, we suggest a theoretical confrontation with today's so-called engaged advertising, seeking to reveal what is possibility of transformation and what is nothing more than a marketing artifice. Furthermore, we aim to offer comparative parameters between what we call here phenoadvertising and genoadvertising, less as a method of classification than as an instrument for reflection. |
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