The narrative repertoire of advertising is the only place where producer and consumer, sender and receiver negotiate a common identity format. The analysis of advertising in European countries shows that there is no such thing as the homo europaeus, but that there are two major continental blocks: the Nort-European one, with its monochronic advertisements, narrative formats based on relationships and soft-sell brand representation mechanisms, in which the context is more relevant than the product itself; in Southern Europe, on the other hand, we found polychronic advertising, narrative formats based on the idea of performance and mechanisms of representation of individual hard-sell products, in which the context loses its prominence.

“Homo Europaeus"? A comparative analysis of advertising

Calabrese Stefano;De Blasio Antonella;
2018-01-01

Abstract

The narrative repertoire of advertising is the only place where producer and consumer, sender and receiver negotiate a common identity format. The analysis of advertising in European countries shows that there is no such thing as the homo europaeus, but that there are two major continental blocks: the Nort-European one, with its monochronic advertisements, narrative formats based on relationships and soft-sell brand representation mechanisms, in which the context is more relevant than the product itself; in Southern Europe, on the other hand, we found polychronic advertising, narrative formats based on the idea of performance and mechanisms of representation of individual hard-sell products, in which the context loses its prominence.
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11389/26552
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