Publication: Representaciones sociales y discurso publicitario en torno al vuelo y al transporte aéreo
Authors
Matteis, Lorena M.A. de
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Publisher
Murcia: Universidad de Murcia, Editum
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DOI
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info:eu-repo/semantics/article
Description
Abstract
Este trabajo contrasta, desde una perspectiva discursiva amplia que contempla
también aportes de la sociolingüística y la teoría de la imagen, un conjunto de
publicidades que emplean elementos del transporte aéreo como recursos gráficos y
textuales a principios del siglo XX y en el comienzo del siglo XXI con la intención de
identificar continuidades y novedades en la representación social del transporte aéreo
en avisos publicitarios de la Argentina. Puede concluirse que la articulación de
significantes verbales e imágenes en estos textos sigue destacando elementos
centrales de la representación social del transporte aéreo y que este conserva
suficiente attention value en el género publicitario, aunque no se lo explote con la
frecuencia que tenía en la época del Centenario
From a broad theoretical perspective including discourse analysis, sociolinguistics and image theory studies, this paper contrasts two sets of advertisements that exploit aviation elements as graphic and textual resources, one corresponding to the early 20th century and the other to the beginning of the 21st century. The intention is to identify continuities and developments in the social representation of air transportation in Argentina advertisements. It can be concluded that the articulation of verbal signifiers and images in these texts still highlight key elements of the social representation of aviation and that this transportation retains sufficient attention value for the advertising genre, although it is not exploited as often as it was 100 years ago.
From a broad theoretical perspective including discourse analysis, sociolinguistics and image theory studies, this paper contrasts two sets of advertisements that exploit aviation elements as graphic and textual resources, one corresponding to the early 20th century and the other to the beginning of the 21st century. The intention is to identify continuities and developments in the social representation of air transportation in Argentina advertisements. It can be concluded that the articulation of verbal signifiers and images in these texts still highlight key elements of the social representation of aviation and that this transportation retains sufficient attention value for the advertising genre, although it is not exploited as often as it was 100 years ago.
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