Análisis de la campaña de H&M Primavera 2009. La casa laberinto

  • Luisa Moreno Cardenal
Keywords: Advertisement message, Art text, Gothic romance films, Fairy tales, Symbolic narrative

Abstract

This paper presents a textual analysis of an H&M advertisement movie. The commercial displays a narrative about an impossible love encounter between a man and a woman protagonist who is wearing the trendy clothes that are being announced. Taking into account the idea put forward by Barthes in his semiological adventure, it will be shown that the message that is conveyed in the advertisement, surpasses advertising function. The message can be read as if it was part of an artwork. This relation between advertising and art production refers to the fact that both cultural activities offer an emotional experience that makes sense to the spectator-consumer.

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Published
2010-06-01
How to Cite
Moreno Cardenal L. . (2010). Análisis de la campaña de H&M Primavera 2009. La casa laberinto. Pensar la Publicidad. Revista Internacional de Investigaciones Publicitarias, 3(2), 167-178. https://revistas.ucm.es/index.php/PEPU/article/view/PEPU0909220167A
Issue
Vol. 3 No. 2 (2009)
Section
Articles

License

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