THE HERMENEUTICS OF THE “EMMA!...” OR “PAPER HAS A GREAT FUTURE” ADVERTISEMENT

Alexandra Mărginean ()
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Alexandra Mărginean: Romanian-American University, Bucharest, Romania

Journal of Information Systems & Operations Management, 2019, vol. 13, issue 1, 153-169

Abstract: The focus of this paper is the “Emma!...” advertisement, considered particularly rich as far as the meanings conveyed, especially since it paradoxically lacks verbal communication between characters. The author’s endeavor is to delineate the plethora of signifying elements and their intended significations, touching upon aspects of psychology, marketing and communication. After a brief description of the advertisement and its underlying assumptions, we look at the reasons for empathizing and rallying with the perspective of the female character, Emma. This discussion bears on topics such as: the role of art therapy, of the tactility and tangibility of experience, the connotations of the physical objects that she uses, deemed as obsolete or vintage (authenticity, heritage, refinement etc.). The attention falling on the stereotypes foregrounded by the situation goes to show that there is a complex dynamic within which these are juggled, meant to further illustrate a critique of modern society and its postulations regarding the use of technology and human communication. In the hermeneutics of the ad, we resort to aspects from different theories of communication: the relevance of minding circularity, the appropriateness of the structuralist three-fold approach to the sign for interpretation, the transactional role analysis, and non-verbal and paralanguage considerations.

Date: 2019
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