Publicada em: 28/11/2013 às 12:24 |
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Notas para pensar a recepção publicitária no âmbito da midiatização
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This text is intends to observe the ways in which mediatization has shifted the context of production and distribution of advertising, and how that has transformed the relation of individuals with the consumer culture. Considering the specificities and the challenges of apprehending advertising reception, the issue is considered from three concepts: advertising flow (Piedras, 2009), commercial intertextuality (Jansson, 2002) and publicization (Casaqui, 2011). After discussing how mediatized products and speeches resignify advertising (and, consequently, its relation with receptors), we argues for the importance of including these resignifications in the analysis between text and context of such reception. As we regard advertising as a socially-recognizable communicability strategy which links strategies of production and consumption of its texts, we set out from the idea of genre as a cultural category (Gomes, 2011) so as to propose its adjustment to the study of advertising reception. Keywords
Notas para pensar a recepção publicitária no âmbito da midiatização |
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