Body, ideology and advertising narrative: Context, dialectic of meaning and interpretative risk

Finol J.E.; Cuevas-Calderón E. · Moderna Sprak (2020)

Resumen

This paper analyzes from a semiotic point of view some body representations in obliquus advertising, and relates them to the announced product. In order to situate the analysis, four scenarios of body realization are proposed, and then they are related to narrativity in advertising discourse, as well as to the language functions proposed by Jakobson (1988). Later the four ideologies proposed by Floch (1993) are discussed; they are used as frame for the analysis of two ads. Finally, we propose the concept of interpretative risk within the frame of the dialectical functions that contexts play regarding the analyzed ads. © Moderna språk 2020

Instituciones: Universidad de Lima