Semiotic Production in the Context of the Economy Significatization (Or: How to Achieve an Effective Advertising in the Era of Virtual Capitalism?)

Abstract

An approach to advertising as a symptom of the structural changes taking place in the social and cultural mode of production allows us to frame the advertising activity in the context of the significatization process of the economy which has led to financial or virtual capitalism, as well as to place the crisis that it has been suffering since the early nineties of the last century due to its own semiotic function. One can see how new developments in marketing and advertising are a set of techniques and tools that could be called rhizomatic advertising based on a renewed semiotic production of virtual capitalism in itself where underlies, in order to sustain the communication closure on which the maintenance of the referential illusion is based -which is the key ingredient for a successful adhesion to the imaginary world of consumer brand- a fundamental strategy that consists of trying to achieve a kind of experiential adhesion, the corporation and the consumer becoming partners. At the same time, in such a rhizomatic advertising, the sign/merchandise have left the screen to be represented by the creation of spaces, environments, events and innovative forms of advertising to be expanded into new forms of advertising activity in a process proposed to be called tridimensionalización of the sign/merchandise in virtual capitalism.