1. 'Homo Europaeus'? A comparative analysis of advertising
- Author
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Stefano Calabrese, Antonella De Blasio, and Bianca Di Prazza
- Subjects
Advertising ,storytelling ,hard-sell / soft-sell ,monochronic / polichronic societies ,nationalism ,life-narrative account ,Language. Linguistic theory. Comparative grammar ,P101-410 ,Style. Composition. Rhetoric ,P301-301.5 ,Literature (General) ,PN1-6790 ,Oratory. Elocution, etc. ,PN4001-4355 - 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.
- Published
- 2018
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