Advertising magic: the art of mediation

Authors

DOI:

https://doi.org/10.11606/issn.1982-8160.v18i3p347-357

Keywords:

Advertising, magic, symbolic efficacy, catharsis, participatory community

Abstract

The article develops an anthropological and semiotic approach to advertising spots that narratively place a product on stage. The hypothesis is that advertising appeals to the same resources as magic. For the magical-advertising act to be effective, the necessary ritual conditions of its presentation must be set: through catharsis, a feeling of community that involves all the characters participating in the scene is created. The presence of observers is unavoidable as they are mediators in the production of catharsis. Thus, the magical-advertising causality spreads, not only among the characters, but goes beyond the statement to reach the viewer.

Downloads

Download data is not yet available.

Author Biography

  • Roberto Flores, Instituto Nacional de Antropología e Historia do Mexico

    Doutor em ciencias del lenguaje, com especialidade en semiótica, pela Universidad de París III. Professor e pesquisador no Instituto Nacional de Antropología e Historia, do Mexico. Suas pesquisas abordam as ciências antropológicas com um enfoque semiótico.

References

Barthes, R. (1957). Mythologies. Seuil.

Barthes, R. (1964). Rhétorique de l’image. Communications, 4(4), 40-51.

Cassirer, E. (1972). Filosofía de las formas simbólicas (Vol. 2). FCE.

Floch, J. -M. (1990). Sémiotique, marketing et communication. PUF.

Flores, R. (2015). Sucesos y relato. ENAH/Del Lirio.

Flores, R. (2010). Admiración y fascinación. Eficacia simbólica y ciencias del lenguaje. In M. E. Olavarría, S. Millán, C. Bonfiglioli (Coords.), Lévi-Strauss: un siglo de reflexión. UAM.

Flores, R. (2022). Magia Publicitaria: semiótica de la eficacia simbólica. Aracné. https://www.aracneeditrice.eu/free-download/9791221803136.pdf

Fontanille, J. (2018). La constitution de l’actant collectifs. Fondation Maison des Sciences de l’Homme. http://http://afsemio.fr/wp-content/uploads/SAISIE-07.11.18-Jacques.Fontanille.pdf

Fontanille, J., & Couégnas, N. (2018). Terres de sens. PULIM.

Frazer, J. G. (2011). La rama dorada (Edición abreviada). FCE.

Greimas, A. J., & Courtés, J. (1979). Sémiotique. Dictionnaire raisonné de la théorie du langage. Hachette.

Greimas, A. J. (1976). Sémiotique et sciences sociales. Seuil.

Landowski, E. (2004). Passions sans nom. PUF.

Lévi-Strauss, C. (1958). Anthropologie structurale. Plon.

Turner, V. (1969). The Ritual Process: Structure and Anti-Structure. Aldine Transaction.

Zilberberg, C. (2011). Des formes de vie aux valeurs. PUF.

Downloads

Published

2024-12-31

Issue

Vol. 18 No. 3 (2024)

Section

Dossier

License

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

Authors who publish in this journal agree to the following terms:

    1. Authors retain the copyright and grant the journal the right to first publication, with the work simultaneously licensed under the Creative Commons Attribution License (CC BY-NC-SA 4.0) which allows sharing of the work with acknowledgment of authorship and initial publication in this journal for non-commercial purposes.

    2. Authors are authorized to assume additional contracts separately, for non-exclusive distribution of the version of the work published in this journal (eg, publishing in institutional repository or as a book chapter), with acknowledgment of authorship and initial publication in this journal.

How to Cite

Flores, R. (2024). Advertising magic: the art of mediation. MATRIZes, 18(3), 347-357. https://doi.org/10.11606/issn.1982-8160.v18i3p347-357