From Advertising to Hyper-advertising: Semiotics, Narrative and Discourse

Authors

  • Eduardo Yalán-Dongo Universidad de Ciencias Aplicadas (Perú)

DOI:

https://doi.org/10.26439/contratexto2016.n025.652

Abstract

Advertising design is a discursive planning that does not only build an identity as brand value or graphic development, but also as Semiotics suggests, it produces a narrative level outlining the advertising story. The use of media, construction of characters, storytelling, organization of advertisement, are all expressions of this narrative level which in turn depends on a “context” or expression process from which they are built. This article aims to identify the different forms of narrative production in relation to three types of advertising discourse (Discourse Phase 1, Phase 2 and hyperadvertising) as well as evaluate its contrasts and expressions within the advertising communication and consumer society.

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Author Biography

  • Eduardo Yalán-Dongo, Universidad de Ciencias Aplicadas (Perú)
    Licenciado en Comunicación y Publicidad por la Universidad Peruana de Ciencias Aplicadas (UPC), especializado en temas de semiótica publicitaria y filosofía contemporánea. Miembro de la Asociación Peruana de Semiótica y candidato a magíster en Filosofía en la Pontificia Universidad Católica del Perú.
    Director de planeamiento en la agencia de investigación semiótico-publicitaria SIC (Semiótica, Imagen y Comunicaciones). Docente de Semiótica y Semiótica Publicitaria en la UPC y en el Instituto San Ignacio de Loyola (ISIL).

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Published

2016-07-08

Issue

No. 025 (2016)

Section

Mutación del deseo: semiótica de la publicidad

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