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

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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 advertise...

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Detalles Bibliográficos
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
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spelling From Advertising to Hyper-advertising: Semiotics, Narrative and DiscourseDe la publicidad a la hiperpublicidad: semiótica, narración y discursoYalán-Dongo, EduardoAdvertising 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.La creación publicitaria es una planificación discursiva que no solo construye una identidad en tanto valor de marca o desarrollo gráfico sino, como la disciplina semiótica lo sugiere, produce un nivel narrativo que compone el relato publicitario. El uso de los medios, la construcción de personajes, el storytelling, la organización del anuncio, son todas manifestaciones de este nivel narrativo que, a su vez, depende de cierto ‘contexto’ o proceso de enunciación desde el cual se construyen. El presente artículo pretende reconocer las diferentes formas de producción narrativa en relación con tres tipos de discurso publicitario específicos (discurso fase 1, fase 2 e hiperpublicidad), así como evaluar sus contrastes y manifestaciones en la comunicación publicitaria y en la sociedad de consumo.Universidad de Lima. Facultad de Comunicación2016-07-08info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://revistas.ulima.edu.pe/index.php/contratexto/article/view/65210.26439/contratexto2016.n025.652Contratexto; No. 025 (2016); 75-93Contratexto; Núm. 025 (2016); 75-93Contratexto; n. 025 (2016); 75-931993-49041025-994510.26439/contratexto2016.n025reponame:Revistas - Universidad de Limainstname:Universidad de Limainstacron:ULIMAspahttps://revistas.ulima.edu.pe/index.php/contratexto/article/view/652/629Copyright (c) 2017 Contratextoinfo:eu-repo/semantics/openAccessoai:ojs.pkp.sfu.ca:article/6522023-07-21T20:10:47Z
dc.title.none.fl_str_mv From Advertising to Hyper-advertising: Semiotics, Narrative and Discourse
De la publicidad a la hiperpublicidad: semiótica, narración y discurso
title From Advertising to Hyper-advertising: Semiotics, Narrative and Discourse
spellingShingle From Advertising to Hyper-advertising: Semiotics, Narrative and Discourse
Yalán-Dongo, Eduardo
title_short From Advertising to Hyper-advertising: Semiotics, Narrative and Discourse
title_full From Advertising to Hyper-advertising: Semiotics, Narrative and Discourse
title_fullStr From Advertising to Hyper-advertising: Semiotics, Narrative and Discourse
title_full_unstemmed From Advertising to Hyper-advertising: Semiotics, Narrative and Discourse
title_sort From Advertising to Hyper-advertising: Semiotics, Narrative and Discourse
dc.creator.none.fl_str_mv Yalán-Dongo, Eduardo
author Yalán-Dongo, Eduardo
author_facet Yalán-Dongo, Eduardo
author_role author
description 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.
publishDate 2016
dc.date.none.fl_str_mv 2016-07-08
dc.type.none.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.none.fl_str_mv https://revistas.ulima.edu.pe/index.php/contratexto/article/view/652
10.26439/contratexto2016.n025.652
url https://revistas.ulima.edu.pe/index.php/contratexto/article/view/652
identifier_str_mv 10.26439/contratexto2016.n025.652
dc.language.none.fl_str_mv spa
language spa
dc.relation.none.fl_str_mv https://revistas.ulima.edu.pe/index.php/contratexto/article/view/652/629
dc.rights.none.fl_str_mv Copyright (c) 2017 Contratexto
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2017 Contratexto
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidad de Lima. Facultad de Comunicación
publisher.none.fl_str_mv Universidad de Lima. Facultad de Comunicación
dc.source.none.fl_str_mv Contratexto; No. 025 (2016); 75-93
Contratexto; Núm. 025 (2016); 75-93
Contratexto; n. 025 (2016); 75-93
1993-4904
1025-9945
10.26439/contratexto2016.n025
reponame:Revistas - Universidad de Lima
instname:Universidad de Lima
instacron:ULIMA
instname_str Universidad de Lima
instacron_str ULIMA
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reponame_str Revistas - Universidad de Lima
collection Revistas - Universidad de Lima
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From Advertising to Hyper-advertising: Semiotics, Narrative and Discourse
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