Semiótica del consumo. Una aproximación a la publicidad desde sus signos [Capítulo 1]
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Authors
Yalán Dongo, Eduardo EnriqueIssue Date
09-2018
Metadata
Show full item recordCitation
Yalán, E. (2018). De la semiótica al análisis semiótico de la publicidad. En Yalán, E., Semiótica del consumo: una aproximación a la publicidad desde sus signos (pp. 1-39). Lima: Universidad Peruana de Ciencias Aplicadas.DOI
10.19083/978-612-318-160-4Additional Links
https://publicaciones.upc.edu.pe/semiotica-del-consumo-u6ksy.htmlAbstract
Semiótica del consumo es una publicación que propone estudiar las tendencias y los límites del consumo registrados a nivel de los signos. En la primera parte del libro, el autor explica cómo la semiótica se concentra en las mezclas horizontales entre el consumo local y la digitalidad acelerada del hiperconsumo global. En la segunda parte, los signos son expresados como procesos de marca sobre los cuerpos que permiten la construcción del personaje consumidor cuya acción, y deseo, es presentada de diversas formas en la narrativa publicitaria.Semiótica del consumo proposes the study of these trends and limits of consumption registered at a sign level. The first two chapters present semiotics and its method oriented toward the study of the logic of consumption and its strains within a society. In this first part, semiotics focuses on the horizontal mixture between local consumption and the accelerated digitalism of global hyper consumerism. The three final chapters are based on this cartography made of signs to apply it to the study of color and logotypes in the market, the consumer and its representation in the advertising narrative. This second part of the book understands signs as brand processes on the elements that facilitate creating the consumer whose action and desire are presented in several ways in the advertising narrative.
Type
info:eu-repo/semantics/bookPartRights
info:eu-repo/semantics/openAccessAttribution-NonCommercial-ShareAlike 3.0 United States
Language
spaxmlui.metadata.dc.identifier.isbn
978-612-318-160-4ae974a485f413a2113503eed53cd6c53
10.19083/978-612-318-160-4
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- Creative Commons