From Advertising to Hyper-advertising: Semiotics, Narrative and Discourse
Descripción del Articulo
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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| Formato: | artículo |
| Fecha de Publicación: | 2016 |
| Institución: | Universidad de Lima |
| Repositorio: | Revistas - Universidad de Lima |
| Lenguaje: | español |
| OAI Identifier: | oai:revistas.ulima.edu.pe: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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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/652/629Derechos de autor 2017 Contratextoinfo:eu-repo/semantics/openAccessoai:revistas.ulima.edu.pe: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. |
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2016 |
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2016-07-08 |
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info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion |
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article |
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publishedVersion |
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https://revistas.ulima.edu.pe/index.php/contratexto/article/view/652 10.26439/contratexto2016.n025.652 |
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https://revistas.ulima.edu.pe/index.php/contratexto/article/view/652 |
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10.26439/contratexto2016.n025.652 |
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https://revistas.ulima.edu.pe/index.php/contratexto/article/view/652/629 |
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Derechos de autor 2017 Contratexto info:eu-repo/semantics/openAccess |
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Derechos de autor 2017 Contratexto |
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openAccess |
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application/pdf |
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Universidad de Lima. Facultad de Comunicación |
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Universidad de Lima. Facultad de Comunicación |
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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 |
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La información contenida en este registro es de entera responsabilidad de la institución que gestiona el repositorio institucional donde esta contenido este documento o set de datos. El CONCYTEC no se hace responsable por los contenidos (publicaciones y/o datos) accesibles a través del Repositorio Nacional Digital de Ciencia, Tecnología e Innovación de Acceso Abierto (ALICIA).
La información contenida en este registro es de entera responsabilidad de la institución que gestiona el repositorio institucional donde esta contenido este documento o set de datos. El CONCYTEC no se hace responsable por los contenidos (publicaciones y/o datos) accesibles a través del Repositorio Nacional Digital de Ciencia, Tecnología e Innovación de Acceso Abierto (ALICIA).
