The presence of the new in contemporary advertising – semiotic and marketing relations and innovation in Brazilian automotive communication

Authors

  • Tatiana Rovina Castro Pereira Centro de Pesquisas Sociossemióticas - PUC-SP (CPS:PUC/SP)

Keywords:

innovation, semiotics, communication, marketing.

Abstract

What is new in contemporary living? And how do the manifestations of advertising make consumers feel and grasp the innovativeness of products and brands in the present time, in which novelties are discursivized to exhaustion? John Ciaco enlightens the reader, giving him a semiotic tour of marketing and communication (taking as corpus the latest Brazilian automotive advertising) so that, together, they can feel the new – in an analysis which, ultimately, is about the actual meaning experienced in contemporaneity.

Author Biography

Tatiana Rovina Castro Pereira, Centro de Pesquisas Sociossemióticas - PUC-SP (CPS:PUC/SP)

Tatiana Rovina Castro Pereira é mestre pelo Programa de Estudos Pós-Graduados em Comunicação e Semiótica (PEPG-COS) e pesquisadora do Centro de Pesquisas Sociossemióticas (CPS) da Pontifícia Universidade Católica de São Paulo (PUC-SP).

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How to Cite

Pereira, T. R. C. (2014). The presence of the new in contemporary advertising – semiotic and marketing relations and innovation in Brazilian automotive communication. Galaxia, 14(28). Retrieved from https://revistas.pucsp.br/index.php/galaxia/article/view/20824

Issue

No. 28 (2014)

Section

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License

I cede the copyrights to publication of my article to Galaxia journal and will consult the journal’s scientific editor should I decide to republish it later in a book.