“Homo Europaeus"? A comparative analysis of advertising

  • Stefano Calabrese Università degli Studi di Modena e Reggio Emilia
  • Antonella De Blasio Università degli Studi di Modena e Reggio Emilia
  • Bianca Di Prazza Università degli studi di Modena e Reggio Emilia, Dipartimento di Educazione e Scienze Umane

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.

Biografia autore

Bianca Di Prazza, Università degli studi di Modena e Reggio Emilia, Dipartimento di Educazione e Scienze Umane
Phd in Scienze Umanistiche presso Unimore

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Pubblicato
2018-06-28
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Sezione
Saggi