Advertising, semiotics and intertextuality: a sense of study
Keywords:
Intertextuality, advertising, semiotics, sense.Abstract
This article aims to analyze, in some individual cases, how advertising produce some sense when the image of Marilyn Monroe in the film scene The Seven Year Itch, 1955 is used. To reach this goal, the analysis is based on the semiotics of Eco (2003 [1968]), especially in the developed studies contained in his book The Absent Structure and in the studies of Covaleski (2009) about intertextuality, in order to understand message levels and respectively the meanings that constitute it. This work is divided in two main parts: the first seeks the theorycal foundations while the second aims the analytical process. In this perspective, it is believed that the current research is still devoted to contribute in studies towards the use of iconic figures as a communication and persuasion form and strategy.
Downloads
References
BARTHES, Roland. (1964). O óbvio e o obtuso. Rio de Janeiro: Editora Nova Fronteira, 1990.
CARMO, Alex. Publicidade, Semiótica e Discurso: conceitos e possíveis aplicações. In: CATTELAN, João; CARMO, Alex. Análise de Discurso: estudos de estados de corpora [volume II]. Toledo-PR: Editora da Fasul, 2016.
CARVALHO, Nelly. Publicidade: A linguagem da sedução. Rio de Janeiro: Editora Ática, 2003.
CONCEIÇÃO, Rômulo D. O Mito na Publicidade: Marilyn Monroe e a Campanha Seda. UNIFRA – Centro Universitário Franciscano – Santa Maria – RS. 2008. Disponível em: <https://lapecpp.files.wordpress.com/2011/05/o-mito-na-publicidade-monografia-completa-alt.pdf>. Acesso em 20 de março de 2016.
COVALESKI, Rogério. Cinema, Publicidade, Interfaces. Curitiba, PR: Maxi Editora, 2009.
ECO, Umberto. (1968). A Estrutura Ausente. São Paulo: Perspectiva, 2003.
MENEZES, Monalisa; VIANA, Pablo. Marilyn Monroe e publicidade: Análise do uso da imagem de celebridades mortas na promoção do consumo. In: Anais do XX Congresso de Ciências da Comunicação na Região Sudeste, Uberlândia, Minas Gerais. 2015.
SANTARELLI, Christiane. Processos de análise da imagem gráfica: Um estudo comparativo da publicidade de moda. 2009. Tese (Doutorado em Interfaces Sociais da Comunicação) – Escola de Comunicações e Artes, Universidade de São Paulo, São Paulo. 2009.
Downloads
Published
How to Cite
Issue
Section
License
Creative Copyright Notice
Policy for Free Access Journals
Authors who publish in this journal agree to the following terms:
1. Authors keep the copyright and grant the journal the right of first publication, with the work simultaneously licensed under the Creative Commons Attribution License, which allows sharing the trial with acknowledgment of authorship and initial publication in this journal.
2. Authors are authorized to take additional contracts separately, for non-exclusive distribution of the work version, published in this journal (eg publish in institutional repository or as a book chapter), with acknowledgment of authorship and initial publication in this journal.
3. Authors are allowed and encouraged to publish and distribute their work online (eg in institutional repositories or on their personal page) at any point before or during the editorial process, as this can generate productive changes, as well as increase both impact and citation of the published trial (See The Effect of Free Access).
Creative Commons License
This work is licensed under a Creative Commons Attribution–NonCommercial-shareaswell 4.0 International License, which allows you to share, copy, distribute, display, reproduce, completely or part of the work, since there is no commercial purpose, and authors and source are cited.