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Întruchiparea vechilor mituri în comunicarea publicitară

Publication: Analele Universității „Ovidius” din Constanța. Seria Filologie, XXVII (2), p. 551
In honorem Petre Gheorghe Bârlea. Omagiu domnului Profesor universitar doctor Petre Gheorghe Bârlea la 65 de ani
Număr coordonat de Mioara Codleanu și Florentina Nicolae
Publisher:Ovidius University Press
Abstract:Our work’s purpose is to identify strategies influencing the advertising communication seen through the mythological lens. The study begins with multiple scientific perspectives that serve as analysis of myths and rituals to understand the functionality and their effect on the public: semiotic, anthropological, literary or logical-linguistic, psychological. From myth being at heart a deformation (R. Barthes) to psychological manipulation (JJ Boutaud) or transformation into new forms (M. Coman), from conversion of nature into culture or symbolic archetypal story (J. Fiske) to metaphysical speculation (JJ Wunenburger) from sacred correspondence (Mircea Eliade) to etymological loss of the word (P. Gh. Barlea), the myth takes many forms in the reviewed advertisements, addressing a new rhetoric of text and image with extrinsic and intrinsic ways of attracting attention. On one hand, we watch advertisements in which the myth is a precious cultural transfer, and on the other hand, in many commercials, the myth is deformed by transsemiotization or abusive imitation of a cultural icon.
Key words:myth, advertising communication, rhetorics, ritual, symbol
Language: Romanian

Citations to this publication: 1

References in this publication: 1

8Petre Gheorghe BârleaAna cea bună
Lingvistică și mitologie
Grai și Suflet – Cultura Națională2007

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