From Advertising to Hyper-advertising: Semiotics, Narrative and Discourse

• Autor: Yalán-Dongo, Eduardo
• Formato: artículo
• Fecha de Publicación: 2016
• Institución: Universidad de Lima
• Repositorio: Revistas - Universidad de Lima
• Lenguaje: español
• OAI Identifier: oai:ojs.pkp.sfu.ca:article/652
• Enlace del recurso: https://revistas.ulima.edu.pe/index.php/contratexto/article/view/652
• Nivel de acceso: acceso abierto

Advertising design is a discursive planning that does not only build an identity as brand value or graphic development, but also as Semiotics suggests, it produces a narrative level outlining the advertising story. The use of media, construction of characters, storytelling, organization of advertisement, are all expressions of this narrative level which in turn depends on a “context” or expression process from which they are built. This article aims to identify the different forms of narrative production in relation to three types of advertising discourse (Discourse Phase 1, Phase 2 and hyperadvertising) as well as evaluate its contrasts and expressions within the advertising communication and consumer society.