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Symbolic Relationships in Advertisements

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  • Costin Popescu

    (University of Bucharest, Romania)

Abstract

The advertisements prepare to the products they recommend a rich symbolic life. What symbolic breadth can be bestowed to a product? Do different product categories require different symbolic breadths? For some products, creatives want to eliminate every hesitation in the interpretation of the proposed meanings; for others, by the contrary, they propose blurred readings, content-nebulas (U. Eco). Advertising witnesses different symbolizing modes. The advertisements for fragrance prefer modes which, deploying content-nebulas, ask their readers to give several — and complex — interpretations. The paper presents an interpretation of an advertisement for Boucheron’s Jaïpur (the 1990s) and proposes another.

Suggested Citation

  • Costin Popescu, 2017. "Symbolic Relationships in Advertisements," BRAND. Broad Research in Accounting, Negotiation, and Distribution, EduSoft Publishing, vol. 8(1), pages 3-11.
    • Handle: RePEc:bra:journl:v:8:y:2017:i:1:p:3-11
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    File URL: http://www.edusoft.ro/brand/RePEc/bra/journl/brand_8_popescu.pdf
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