The Discourse Of Experience In The Advertising Of Meaning. What Does It Mean “To Have” An Experience?
Keywords:
Advertising, happiness, philosophy, ethics, society.
Abstract
The aim of this article is to analyze the content of the experience as it is referred in experiential marketing. With this purpose, we present some concepts of the term used in social sciences as well as in advertising. Since it is generally regarded either as an adjacent of consumption or an addition to the product, without explaining its contribution to the consumer´s adhesion to the brand imagery, we propose an approach that considers the experience as a constitutive element in relation to the product and to the consumer. To fulfil its aim, the present issue is primarily based on the contributions of J.W. Scott and W. Benjamin.Format
Crossmark
Published
2014-07-15
How to Cite
Vidal Auladell, F. (2014). The Discourse Of Experience In The Advertising Of Meaning. What Does It Mean “To Have” An Experience? Pensar la Publicidad. Revista Internacional de Investigaciones Publicitarias, 7(2), 217-237. https://doi.org/10.5209/rev_PEPU.2013.v7.n2.46175
Issue
Section
Articles
License
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