Publication: El boom inmobiliario español (1997-2006) a través de los mecanismos discursivos de la publicidad
Authors
Fernández Rincón, Antonio Raúl ; Trindade, Eneus ; Hellín Ortuño, Pedro Antonio
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Publisher
Universidade Fumec
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DOI
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info:eu-repo/semantics/article
Description
© 2016 Faculdade de Ciências Humanas da Universidade Fumec. This manuscript version is made available under the CC-BY-NC-ND 4.0 license http://creativecommons.org/licenses/by-nc-nd/4.0/
This document is the Published version of a Published Work that appeared in final form in Revista Mediação.
Abstract
Presentamos los resultados de un análisis sociosemiótico efectuado sobre
una muestra de publicidad gráfica, con el objeto de avanzar en el conocimiento
de los mecanismos discursivos del boom inmobiliario español
durante el periodo 1997-2006. La publicidad como dispositivo mediático
para la construcción de sentido en las sociedades industrializadas, se mostró
para nosotros como un potente revelador de las implicaciones culturales,
económicas y sociales del boom inmobiliario. A partir de una metodología
adaptada del modelo sociosemiótico propuesto por Miquel Rodrigo
Alsina y centrándonos en las condiciones de producción del discurso publicitario,
alcanzamos unos resultados referentes a los modos de expresión
publicitaria que nos permiten comprender el clima de euforia irracional
imperante en el momento. Una euforia cimentada principalmente sobre
aspectos no tangibles, emocionales y aspiracionales. -------
We present the results of a sociosemiotic analysis conducted on a sample of graphic advertising, in order to advance the knowledge of discursive mechanisms of Spanish housing bubble during the period 1997-2006. Advertising as a media device for the construction of meaning in industrialized societies, was for us as a developer powerful cultural, economic and social implications of the housing bubble. From an adapted methodology proposed by Miquel Rodrigo Alsina and focusing on the production conditions of advertising discourse sociosemiotic model, we achieved some results concerning modes of advertising expression that allow us to understand the prevailing climate of irrational exuberance at the time. Euphoria founded mainly on non-tangible, emotional and aspirational aspects.
We present the results of a sociosemiotic analysis conducted on a sample of graphic advertising, in order to advance the knowledge of discursive mechanisms of Spanish housing bubble during the period 1997-2006. Advertising as a media device for the construction of meaning in industrialized societies, was for us as a developer powerful cultural, economic and social implications of the housing bubble. From an adapted methodology proposed by Miquel Rodrigo Alsina and focusing on the production conditions of advertising discourse sociosemiotic model, we achieved some results concerning modes of advertising expression that allow us to understand the prevailing climate of irrational exuberance at the time. Euphoria founded mainly on non-tangible, emotional and aspirational aspects.
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Publicidad , España , Consumo , Boom inmobiliario , Sociosemiótica , Advertising , Spain , Consumption , Housing bubble , Sociosemiotic
Citation
Revista Mediação, 2016, Vol. 18, N. 22, v. 18, n. 22, pp. 29-50
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