TY - JOUR
TI - Advertising, to Support the Economy. To Exchange Culture? Analysis of Belgian and Polish "Press" Productions
AU - Vanbraband, Catherine
AU - Tilleuil, Jean‐Louis
TI - Advertising, to Support the Economy. To Exchange Culture? Analysis of Belgian and Polish "Press" Productions
AB - Advertisement isn’t very popular object of analysis in the field of literary studies, based on the constitutive and self‐determined dynamics of selfless query of formal perfection. Advertisement, dedicated to the economy, is not easily exonerate there. However, if we keep this idealistic and elitist doxa suspended, therefore we will see that the discourse of publicity is activating – as every discourse is – the spectacular axiological function which makes understand our motivations to act in the social reality. Are they relevant in transcultural context? This article tries to respond to this question, comparing contemporary publicities from west (Belgium, France) and central (Poland) Europe, advertising anti‐age cosmetics.
VL - 2017
IS - Numéro 12 Littératures populaires et cultures médiatiques: Belgique / Pologne
PY - 2017
SN - 2300-4681
C1 - 2353-8953
SP - 107
EP - 143
DO - 10.4467/23538953CE.17.027.7973
UR - https://ejournals.eu/en/journal/cahiers-erta/article/la-publicite-pour-supporter-leconomie-pour-echanger-de-la-culture-analyse-de-productions-presse-belges-et-polonaises
KW - advertising
KW - verbal and iconic semiotics
KW - feminine imaginary
KW - axiology
KW - transcultural