Phenoadvertising and genoadvertising: a semiotic reflection on cause advertising
This work can be seen as a modest contribution to investigations dedicated to the complex relationships between advertising communication and the political, social, economic and cultural sphere, materialized in what is commonly called cause advertising. Based on the concepts of phenotext and genotex...
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| Format: | article |
| Status: | Published version |
| Publication Date: | 2024 |
| Country: | Brasil |
| Institution: | Escola Superior de Propaganda e Marketing (ESPM) |
| Repository: | Comunicação, Mídia e Consumo (Online) |
| Language: | Portuguese English |
| OAI Identifier: | oai:ojs.revistacmc.espm.br:article/2875 |
| Online Access: | https://revistacmc.espm.br/revistacmc/article/view/2875 |
| Access Level: | Open access |
| Keyword: | Advertising Advertising language Cause advertising fenoadvertising genoadvertising Publicidade linguagem publicitária publicidade de causa feno-publicidade geno-publicidade |
| Summary: | This work can be seen as a modest contribution to investigations dedicated to the complex relationships between advertising communication and the political, social, economic and cultural sphere, materialized in what is commonly called cause advertising. Based on the concepts of phenotext and genotext, proposed by Julia Kristeva and expanded in their application possibilities by Roland Barthes and Byung Chul-Han, we suggest a theoretical confrontation with today's so-called engaged advertising, seeking to reveal what is possibility of transformation and what is nothing more than a marketing artifice. Furthermore, we aim to offer comparative parameters between what we call here phenoadvertising and genoadvertising, less as a method of classification than as an instrument for reflection. |
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