Creative Meanings within the Context of an Advertising Campaign
Journal Title: Online Journal of Communication and Media Technologies - Year 2013, Vol 3, Issue 4
Abstract
This article approaches the cultural psychology to interpret the semiosis of a concept used within the communication of an organization by considering the interactions among persons and culture mediated by a creative product. It deals with the creative potential from the dialogical style of lay thinking in the generation of new meanings. As lay thinking and social creativity are concepts related with the social representations theory, the article considers social representations as potential constraints to semiosis processes. The interpretation of the campaign argument is based on concepts such as text, from the culture semiotics in the molds of the Russian features, and it occurs from the approach to the non-text or narrative contrary to the campaign description. The results show the ambiguous creative action of resignificance of a concept within the external organizational context and consequent actions for its adaptation features.
Authors and Affiliations
Asdrúbal Borges FormigaSobrinho| University of Brasília, Brazil
Keywords
Related Articles
- EP ID EP9965
- DOI -
- Views 355
- Downloads 20
Unethical Practices among Journalists and the Nigerian Public Sphere
Over the years, the question of unethical practices among journalists in Africa and Nigeria in particular is such that has continued to attract attention and generate issues of various sorts. Despite the legal framewor...
The Complex Political Economy of Natural Capitalism: The Case of Whole Foods, Stonyfield Farms, and Walmart
This paper examines the ideas presented in the proposal of ―natural capitalism‖ by paying attention to three cases that exemplify the conflation of business and market ideals—such as profit and consumption—with...
Open Access and Multilingual Approach to Communication Journals – The case and the editor’s perspective of Observatorio (OBS*) Journal and the importance of Open Science for the Knowledge Society
This paper is about the contribution of the network society to a more open and cross-cultural way of making and publishing science. Basically, and speaking of Observatorio (OBS*) e-journal that has been published by Obe...
Confirmation and Community The Relationships between Teacher Confirmation, Classroom Community, Student Motivation, and Learning
The purpose of this study is to examine sense of classroom community as a potential mediating variable in the model of teacher communicative behaviors (teacher confirmation) to the positive student outcomes of student...
Understanding the Prevalence and Forms of Cyber Bullying at Univen: A Pilot Study
Bullying is a phenomenon which is as old as the human race. However, with the advent of new Information Communication Technologies (ICTs) new forms of bullying, commonly known as cyber bullying, have developed in socie...