TRANSCREATION OF ADVERTISING BRANDS IN GLOBAL MARKETING: A SYMBOLIC AND CULTURAL ANALYSIS FROM THE SEMIOTIC FACT: Un Análisis Simbólico y Cultural a Partir del Hecho Semiótico
Based on two hypotheses, the text proposes to transpose the concept of transcreation, originating from the field of Literature to Communication, especially from the methodology of elements of tensile semiotics advocated by Claude Zilberberg. Specifically, it constructs the advertising semiodiscourse...
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| Tipo de recurso: | artículo |
| Estado: | Versión publicada |
| Fecha de publicación: | 2025 |
| País: | Brasil |
| Institución: | Pontifícia Universidade Católica de Goiás (PUC-GO) |
| Repositorio: | Panorama (Goiânia. Online) |
| Idioma: | portugués |
| OAI Identifier: | oai:ojs2.seer.pucgoias.edu.br:article/14432 |
| Acceso en línea: | https://seer.pucgoias.edu.br/index.php/panorama/article/view/14432 |
| Access Level: | acceso abierto |
| Palabra clave: | Advertising Transcreation Semiotic Fact Semiodiscourse Cultural Studies Advertising Brands Transcreación Publicitaria Hecho Semiótico Semiodiscurso Estudios Culturales Marcas Publicitarias Transcriação Publicitária Fato Semiótico Estudos Culturais Marcas Publicitárias |
| Sumario: | Based on two hypotheses, the text proposes to transpose the concept of transcreation, originating from the field of Literature to Communication, especially from the methodology of elements of tensile semiotics advocated by Claude Zilberberg. Specifically, it constructs the advertising semiodiscourse of advertising brands, treated beyond an object of research intrinsic to persuasive language, since it undertakes a symbolic and cultural analysis in which advertising transcreation is activated from an interdisciplinary approach. The concept of advertising transcreation assumes translation as creation, that is, not only the literal idea of translating a sign and/or an event. The study indicates that the semiotic fact presents itself in both cultural context and intensity and extensity, which, when applied to the transcreated brand, reveal values that constitute the brand's consumption utopias. |
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