The Advertising Show is Going on Brand Discourses Contemporary Metamorphoses and Hybridizations between Information, Entertainment, and Communication
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2018
- handle: 10670/1.86s9yg
- hal: hal-02150637
info:eu-repo/semantics/OpenAccess
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Advertising--Retail trade Advertisements Store advertising Advertising, Consumer Ads Commercial speech Retail advertising Advertising, Retail Consumer advertising Speech, Commercial Advertising, StoreCiter ce document
Karine Berthelot-Guiet, « The Advertising Show is Going on Brand Discourses Contemporary Metamorphoses and Hybridizations between Information, Entertainment, and Communication », HAL-SHS : sciences de l'information, de la communication et des bibliothèques, ID : 10670/1.86s9yg
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Résumé
Advertising messages and, on a larger scale, all brand messages are undergoing grand metamorphoses under the strain of many different rationales. This paper intends to give a global perspective on these metamorphoses, through a semio-communication approach, analyzing them as variants of a massive advertising show finding its logic in what the author calls advertisingness.