Advertising, Art, and Greimas’ Actantial Model. Case Study: Coca Cola® Masterpiece Commercial
Abstract
The advertising message can be analyzed from various angles. Here we propose to study it in light of some proposals by Algirdas Julien Greimas on the actantial model, although we recover other contributions applicable to the analysis of advertising and intertext. We have sought to understand the content of the commercial message, Masterpiece by Coca Cola®, and to identify the main strategies used in it, since, through creativity and structuring of the message, the commercial becomes a narrative short film that confers fundamental actantial roles to the product, and that will be assisted by the protagonists-actants of various artistic works, until it achieves its final objective
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