New speeches in beer advertising in Spain: semiotic study
DOI:
https://doi.org/10.12795/Ambitos.2022.i55.09Keywords:
Advertising, Campaing, Discursive semiotics, beer, advertising speech, trendAbstract
The article proposes a study of the audiovisual publicity campaign of the Spanish beer “La Brava”, launched in December 2015. The importance of this advertising is due to the fact that it breaks with the normal advertising structures for beer advertising in Spain. In this research, we want to achieve the following objectives: (i) to explain the cultural aspects found and transposed for the advertising, which reveals the world view and the country’s historical and social values from the study of the content plan, the narrative, discursive and fundamental levels; and (ii) to analyze the chromatic, eidetic and topological categories and to identify how the ad creates a sense of effect. As a theoretical framework, we rely on discursive semiotics, mainly in the researches of Greimas and Courtés (2008), Floch (1985, 1995a, 1995b), Oliveira (2004) and Oliveira & Teixeira (2009) to understand the effects of meaning constructed and produced in the text- enunciated and (re)transmitted to the reader- enunciate-recipient. The methodology used in this article is the descriptive one, and the method used is the hypothetical-deductive. The results intend to show that the verbal, audible and visual elements make advertising meaningful to its reader/receiver (enunciate/recipient), who is influenced to purchase and consume beer.
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Copyright (c) 2022 Patricia Farias Coelho, Ph.D. Irene García-Medina, Ph.D. Alizira Lobo de Arruda Campos
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