| Title: | Advertising and Tradition |
| Author: | Adriana Milică |
| Publication: | Language and Literature – European Landmarks of Identity, 11, p. 351 |
| p-ISSN: | 1843-1577 |
| Publisher: | Universitatea din Pitești |
| Place: | Pitești |
| Year: | 2012 |
| Abstract: | The culture of a society has the power to shape almost all communicative forms being a sum of ways of leaving, lifestyle, beliefs that people are sharing in order to define their individuality or belongings. Communication is one of the forms through which the culture is created and manifested no matter if we refer to communication between individuals or mass media. The present study refers to advertising discourse as a modality to transmit the specificity of Romanian people through TV spots. The paper analyzes how this TV spots reflect the values that characterize Romanian society, advertising becoming, in this way, a matter of intercultural communication. This means that advertising is not only innovation and originality but also a way to spread traditional values. It is a path to redefine collective imaginary and transmit it to the new generations. |
| Key words: | Culture, advertising, tradition |
| Language: | English |
| Links: |  pdf  html |
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