Cronotopos y estereotipos de la ficción publicitaria. Un análisis sobre la identificación del receptor con el relato publicitario

Bibliographic Data

ID12487397
AuthorsJavier García López (0000-0001-9697-0949, corresponding author), Javier García-López (0000-0002-7306-4289, Universidad a Distancia de Madrid, corresponding author), Pedro Antonio Hellín Ortuño (0000-0002-1331-5103, Universidad de Murcia)
Year2014
Volume19
Issue0
Publication date2014-06-12
Open AccessYes
TypeARTICLE
VenueHistoria y Comunicación Social (JOURNAL)
Journal identifiersISSN: 1137-0734 • E-ISSN: 1698-3246
PublisherServicio de Publicaciones (PUBLISHER • ES)
DOI10.5209/rev_hics.2014.v19.45000
OpenAlexW2118773854
LanguageES
References cited15

In the advertising story there are two main components to the receiver is identified. They are the chronotope and stereotypical characters. The aim of this paper is to analyze how these narrative categories impose limits on the advertising text audience’s decoding. For this purpose we develop a content analysis of 612 television adverts (2009-2013). The research results show that the relations and scenes represented offer the receiver hopes of a better life; they offer a fiction world that allows individuals to identify with the dream of experiences that improve their current conditions. However, these new experiences are only possible through the use of advertised objects

Advertising · Art · Decoding methods · Dream · Humanities · Literature · Narrative · Sociology · Telecommunications · Advertising and Communication Studies · Computer Science · Literature, Culture, and Aesthetics · Media, Gender, and Advertising · Psychology

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Open DOISci-HubOpen Access