Materialization of the socio-cultural imaginary:: a semiotic-discoursive analysis of two corona beer advertisements on Facebook

Jorge Cantú Sánchez

Materialization of the socio-cultural imaginary: a semiotic-discoursive analysis of two corona beer advertisements on Facebook

Departamento de Arte y Diseño

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution

Abstract

A semiotic-discursive analysis of images, will allow to identify which are the values, emotions and behaviors that are represented in advertisement, and thus it is possible to argue about the sociocultural imaginary that the company is trying to institute in relationship to its product or service. Taking into account three advertisements, it can be argued that the company AB-InBev relates its Corona brand with the emotion of joy, the human value of hedonism and the behavior of fun.

Original language	English
Title of host publication	25th DiscourseNet Conference
Publication status	Unpublished - 2020
Event	25th DiscourseNet Conference - Tyumen, Russian Federation Duration: 12 Nov 2020 → 15 Nov 2020

Conference

Conference	25th DiscourseNet Conference
Country/Territory	Russian Federation
City	Tyumen
Period	12/11/20 → 15/11/20

Cite this

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title = "Materialization of the socio-cultural imaginary:: a semiotic-discoursive analysis of two corona beer advertisements on Facebook",

abstract = "A semiotic-discursive analysis of images, will allow to identify which are the values, emotions and behaviors that are represented in advertisement, and thus it is possible to argue about the sociocultural imaginary that the company is trying to institute in relationship to its product or service. Taking into account three advertisements, it can be argued that the company AB-InBev relates its Corona brand with the emotion of joy, the human value of hedonism and the behavior of fun.",

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AB - A semiotic-discursive analysis of images, will allow to identify which are the values, emotions and behaviors that are represented in advertisement, and thus it is possible to argue about the sociocultural imaginary that the company is trying to institute in relationship to its product or service. Taking into account three advertisements, it can be argued that the company AB-InBev relates its Corona brand with the emotion of joy, the human value of hedonism and the behavior of fun.

UR - https://discourseanalysis.net/en/DN25/Welcome

M3 - Conference contribution

BT - 25th DiscourseNet Conference

Y2 - 12 November 2020 through 15 November 2020

ER -

Materialization of the socio-cultural imaginary: a semiotic-discoursive analysis of two corona beer advertisements on Facebook

Abstract

Conference

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