This essay aims to analyze how advertising discourse has evolved to incorporate themes, styles, and values historically and culturally associated with ethical and artistic discourse. Despite their differences, these two trajectories of advertising share a common objective: to move away from being seen purely as a persuasive, commercial activity and towards emphasizing existential values. The result is an increasing hybridisation of advertising discourse, which finds its most accomplished expression in the refined and ephemeral forms of communication on social media.
Tra etica ed estetica: nuove traiettorie del discorso pubblicitario
marianna boero
2025-01-01
Abstract
This essay aims to analyze how advertising discourse has evolved to incorporate themes, styles, and values historically and culturally associated with ethical and artistic discourse. Despite their differences, these two trajectories of advertising share a common objective: to move away from being seen purely as a persuasive, commercial activity and towards emphasizing existential values. The result is an increasing hybridisation of advertising discourse, which finds its most accomplished expression in the refined and ephemeral forms of communication on social media.File in questo prodotto:
Non ci sono file associati a questo prodotto.
I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
