CULTURE/INTERCULTURALITY IN ADVERTISING DISCOURSE: THE CASE OF MEAT-PRODUCTS ADVERTISING IN FRANCE AND ROMANIA

Elena Petrea (), Roxana Mihalache () and Carmen-Luiza Costuleanu ()
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Elena Petrea: †Ion Ionescu de la Brad†Iași University of Life Sciences
Roxana Mihalache: †Ion Ionescu de la Brad†Iași University of Life Sciences
Carmen-Luiza Costuleanu: †Ion Ionescu de la Brad†Iași University of Life Sciences

Review of Economic and Business Studies, 2025, issue 35, 125-141

Abstract: Our article is part of the field of semiotic analysis of a cultural product and aims to compare two specific ways of relating to the object meat-products, due to a different cultural background (Romania/France). In order to analyse the two advertisements, our approach is twofold: firstly, we proceed with a synthetic application of the model proposed by M. Joly, resulting in a properly interpretative cultural reading, on the one hand, and also a connotative reading, on the other. Secondly, we take advantage of J.M. Floch's semiotic square, which highlights the idea that every advertising message is an articulation of four ideological values, which conflict on certain points and converge on others. This model identifies, through its components (mythical, substantial, oblique and referential), the existence of a project generalising itself in the form of a consumer society, the objective of all advertising discourse being its insertion into society and its appropriation. Our research is unique in its interdisciplinary approach, combining marketing, advertising and in-depth linguistic analysis to examine samples and interpret results. By focusing on a specific category of products, it provides a comprehensive explanation of their impact on advertising practices, highlighting its importance and originality in the field.

Keywords: interculturality; advertising communication; cultural values (search for similar items in EconPapers)
JEL-codes: Z1 Z13 (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:aic:revebs:y:2025:j:35:petreae

DOI: 10.47743/rebs-2025-1-0008

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