Becoming partners: some considerations on the constructive nature of the consumer's identity
Keywords:
advertising, experience, imagination, Eva Illouz, J.P. Sartre.
Abstract
This article examines the role played by the emotional and experiential elements that are commonly found in modern advertising in the consumer. It considers how in order for the experience of consumption to be truly significant and for the consumer to become a partner of the brand by experiential adhesion to their imagery, they must undertake a projective activity within the task of constructing their own identity, conceived as a self-constituting project. To that end, the article considers the role of imagination in the production of consumption-related emotions.Downloads
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Published
2015-02-13
How to Cite
Vidal Auladell F. (2015). Becoming partners: some considerations on the constructive nature of the consumer’s identity. Pensar la Publicidad. Revista Internacional de Investigaciones Publicitarias, 8(1), 39-55. https://doi.org/10.5209/rev_PEPU.2014.v8.n1.48386
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