A contribuição dos estudos culturais para a abordagem da publicidade: processos de comunicação persuasiva e as noções “articulação” e “fluxo”

• Autor(a) principal: Piedras, Elisa Reinhardt
• Data de Publicação: 2006
• Outros Autores: Jacks, Nilda
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: E-Compós
• Texto Completo: https://www.e-compos.org.br/e-compos/article/view/74
• topic: Estudos culturais; Publicidade e propaganda; Articulação

Recognized for its suitability to the study of communication from a cultural standpoint, the cultural studies perspective, in its different approaches, subsidizes a debate of the communication process, its practices and its symbolic forms. These possibilities allow the proposition of alternative methodological logics for the study of advertising – understood as a communication process which is part of certain cultural practices, not solely as a marketing tool –, which overcome the incomplete or dichotomous analysis in most of the studies on the subject. Based on the concepts of “articulation” (HALL, 1980) and “flow” (WILLIAMS, 1975), we map the interrelationships between advertising and its context, deciphering its ambiguous contemporary form and tackling the conflicting logics between the production practices, audience practices and flow of advertisements.