Symbolic Relationships in Advertisements

Costin Popescu ()
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Costin Popescu: University of Bucharest, Romania

BRAND. Broad Research in Accounting, Negotiation, and Distribution, 2017, vol. 8, issue 1, 3-11

Abstract: The advertisements prepare to the products they recommend a rich symbolic life. What symbolic breadth can be bestowed to a product? Do different product categories require different symbolic breadths? For some products, creatives want to eliminate every hesitation in the interpretation of the proposed meanings; for others, by the contrary, they propose blurred readings, content-nebulas (U. Eco). Advertising witnesses different symbolizing modes. The advertisements for fragrance prefer modes which, deploying content-nebulas, ask their readers to give several — and complex — interpretations. The paper presents an interpretation of an advertisement for Boucheron’s Jaïpur (the 1990s) and proposes another.

Keywords: symbolic relationship; positioning; values; icons. (search for similar items in EconPapers)
Date: 2017
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