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Transformations in consumer rhetoric: the verbal and visual composition of printed magazine advertisements in the convergence era.

Abstract

Faced with the phenomena of cyberculture, cultural convergence, there is a reconfiguration in the paradigms and practices of communication and consumption, which consequently is reflected in the composition of the advertisements published in printed magazines. We have been investigating, since 2016, 138 advertisements (2014-2016), in which we find, in addition to the title, subtitle, image, text, brand and slogan already presented in the work of Gonzales (2003), twenty- printed ad. This initial part of the research was aided by FAPESP with a scientific initiation scholarship in which we theoretically founded the research for the exploration of the publicity of six printed magazines directed to different audiences - Veja, Caras, Ana Maria, Todateen, Superinterestante and Playboy. We categorized your products and services which allowed us to know the profile of your readership and which components of your advertising. In this second and last stage, we intend to check the linguistic and semiological structuring of the verbal and visual statements - titles, images, texts, slogans, brand ... - in order to (re) define, if necessary, the constitution and function of each of these components. It is, therefore, a comparative and analytical research aimed at systematizing the verbal and visual composition of print magazine advertising in contemporary times - 2014/2016. We intend to present these results in an online publication - e-book - or a printed book that will fill the gap in the area. (AU)

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