Publication
Thiago Garcia Martins publishes article on Discursive Strategies in Advertising
The article “Body, Language, and Music Video: Discursive Strategies in/for Advertising,” by visiting researcher Thiago Garcia Martins, has been published in Animus – Inter-American Journal of Media Communication at the Federal University of Santa Maria.
In this article, co-authored with Cristiane Wosniak, a reflection is presented on potential dialogues and convergences of the music video language, influencing the narrative properties of a Brazilian advertising campaign.
The article commences by exploring how the techno-aesthetic properties of the music video contribute to reshaping the connections between image and the audience’s imagination through narrative construction in a brand’s commercial.
The selected corpus for reflective analysis consists of the advertising of the Avon brand, specifically its BB Cream product, disseminated through the #SintaNaPele campaign (2016). Following a semiotic analytical methodology, Thiago Garcia Martins argues that there is a kind of predominant message based on the interrelation in linguistic, aesthetic, and discursive transit in the advertising piece, reinforcing the “break of stereotypes” and support for the LGBTI movement.
The Inter-American Journal of Media Communication acts as a mediation field of texts that approach communication for their instances from production to consumption. The communication phenomenon is considered a transforming agent of the social and cultural ambiences, regulating the configuration of media devices and conditioning the discursive formation.
The article is available here.
Esta publicação também está disponível em: Portuguese (Portugal)