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РЕКЛАМА – НУТҚИЙ ТАЪСИР ОМИЛИ СИФАТИДА ... : ADVERTISING AS A FACTOR OF SPEECH IMPACT ...
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Son of a Biscuit! Self-Construal, Interpersonal Closeness, and Euphemistic Swearwords in Public Apologies ...
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LINGUO-RHETORICAL EXPLICATION OF SPEECH EMOTIONS IN ADVERTISING ...
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LINGUO-RHETORICAL EXPLICATION OF SPEECH EMOTIONS IN ADVERTISING ...
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Werbung und Identität im multikulturellen Raum: Der Werbediskurs in Luxemburg; ein kommunikationswissenschaftlicher Beitrag
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In: 18 ; Literalität und Liminalität ; 320 (2022)
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El andaluz en la publicidad: niveles de lengua y contenido del mensaje ; The andalusian language in advertising: language levels and message content
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In: Pragmalingüística, (29), 227-244 (2022)
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Deixis de interfaz o cómo mejorar la redacción publicitaria en internet ; Deixis of interface or how to improve advertising writing on the Internet
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Pallarés Maiques, Majo. - : Universidad de Alicante. Grupo de Investigación Comunicación y Públicos Específicos (COMPUBES), 2022
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COVID-19: рекламное противостояние в разных странах ; COVID-19: The Advertising Confrotation in Different Countries
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Национальная специфика социальной рекламы о коронавирусе в России и Китае ; The National Peculiarities of Coronavirus-Related Social Advertising in Russia and China
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Representações de masculinidades nas campanhas de perfume Calvin Klein ; Male representations in calvin klein perfume campaigns
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Abstract:
Este artigo realiza uma análise acerca das representações das masculinidades por meio do corpo como suporte e como um mecanismo codificador de padrões históricos, sociais e culturais e da moda como uma manifestação da cultura e como articuladora das relações simbólicas de representação de masculinidades. A partir de uma propaganda do perfume Obsession dos anos 1980, da marca Calvin Klein, e da metodologia de análise de imagens, proposta por Martine Joly, que diz que o discurso visual expresso em uma imagem é constituído da relação da mensagem plástica, icônica e linguística, realizamos algumas reflexões a respeito de como os corpos são representados em uma campanha publicitária. Concluímos que a campanha utiliza os ideais hegemônicos estabelecendo uma relação discursiva com o sujeito homem, valendo-se do seu desejo de incorporar determinados valores estéticos com a finalidade de atingir um processo de plenitude socialmente imposta para a masculinidade heteronormativa centrada em aspectos de força e virilidade fundamentadas pelos aspectos culturais dos anos 1980. ; This article analyzes the representations of masculinities through the body as a support and as a mechanism that encodes historical, social and cultural patterns and fashion as a manifestation of culture and as an articulator of symbolic relations of representation of masculinities. Based on an advertisement for the Obsession perfume of the 1980s, by the Calvin Klein brand, and the image analysis methodology proposed by Martine Joly, who says that the visual discourse expressed in an image is made up of the relation of the plastic, iconic and linguistic, we made some reflections about how the bodies are represented in an advertising campaign. We conclude that the campaign uses hegemonic ideals establishing a discursive relationship with the male subject, using his desire to incorporate certain aesthetic values in order to achieve a process of socially imposed plenitude for heteronormative masculinity centered on aspects of strength and virility based on the cultural aspects of the 1980s.
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Keyword:
Advertising campaign; Campanha publicitária; Fashion; Masculinidade; Masculinities; Perfumes
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URL: http://hdl.handle.net/10183/237711
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Argumentación y tabú en publicidad
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In: Onomázein: Revista de lingüística, filología y traducción de la Pontificia Universidad Católica de Chile, ISSN 0718-5758, Nº. 55, 2022, pags. 115-132 (2022)
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A Memetic Analysis of Advertising Language
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In: Cross-Cultural Communication; Vol 18, No 1 (2022): Cross-Cultural Communication; 1-8 ; 1923-6700 ; 1712-8358 (2022)
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Making Connections: Marketing Ideas for Interpreters
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In: MDS/BAS 495 Undergraduate Capstone Projects (2021)
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Language and Mind : towards a linguistic and critical study of spectacular language. ; Les mots et l'esprit : vers une étude linguistique et critique du langage spectaculaire.
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In: https://tel.archives-ouvertes.fr/tel-03231994 ; Linguistique. Université Bourgogne Franche-Comté, 2021. Français. ⟨NNT : 2021UBFCH003⟩ (2021)
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Brand conversation: Linguistic practices on social media in the light of face-work theory
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In: ISSN: 2051-5707 ; Recherche et Applications en Marketing (English Edition) ; https://hal.archives-ouvertes.fr/hal-03049134 ; Recherche et Applications en Marketing (English Edition), SAGE Publications, 2021, ⟨10.1177/2051570720974511⟩ (2021)
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Brand conversation: Linguistic practices on social media in the light of face-work theory ; La conversation de marque : pratiques linguistiques sur les médias sociaux selon la théorie du face-work
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In: Recherches et applications en Marketing ; https://hal.archives-ouvertes.fr/hal-03021314 ; Recherches et applications en Marketing, 2021, ⟨10.1177/0767370120962610⟩ (2021)
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#publicitésociétale: quand le numérique devient un outil de sensibilisation
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In: ISSN: 1023-2044 ; Bulletin suisse de Linguistique appliquée ; https://hal.archives-ouvertes.fr/hal-03502387 ; Bulletin suisse de Linguistique appliquée, Neuchâtel : Institut de linguistique de l'Université, 2021 (2021)
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ЛИНГВИСТИЧЕСКИЕ АСПЕКТЫ РЕПРЕЗЕНТАЦИИ ГЕНДЕРА В ПЕЧАТНОЙ РЕКЛАМЕ ... : LINGUISTIC ASPECTS OF GENDER REPRESENTATION IN PRINT ADVERTISING ...
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РУССКОЯЗЫЧНАЯ РЕКЛАМА КАК ЛИНГВОДИДАКТИЧЕСКИЙ МАТЕРИАЛ В ПРЕПОДАВАНИИ РКИ ... : RUSSIAN-LANGUAGE ADVERTISING AS A LINGUO-DIDACTIC MATERIAL IN TEACHING RUSSIAN AS A FOREIGN LANGUAGE ...
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