Una aproximación a la publicidad cómplice actual: cuando las celebrities dejan de alabar

  • Claudio Fabián Centocchi
Palabras clave: Postmodern advertising, Celebrity, Affinity, Spectacular, Comical

Resumen

Two styles have usually been differentiated in the contemporary discourse of advertising (but only superficially as yet): «classic» advertising and «postmodern» advertising. Taking into account such interstylistic confrontation, this paper intends to describe a series of enunciative strategies that are implemented in TV commercials including celebrities. In fact, this corpus has been selected because we are interested in analyzing how the complementary enunciative link based on the «model of exemplification», which is typical of this kind of discourse, tends to become symmetrical in texts corresponding to the «postmodern» variant. We have focused on distinguishing some signifying operations which are part of the most innovative advertising.

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Métricas

Publicado
2007-08-29
Cómo citar
Fabián Centocchi C. (2007). Una aproximación a la publicidad cómplice actual: cuando las celebrities dejan de alabar. Pensar la Publicidad. Revista Internacional de Investigaciones Publicitarias, 1(1), 219-234. https://revistas.ucm.es/index.php/PEPU/article/view/PEPU0707120219A
Sección
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