TY - JOUR AU - Calabrese, Stefano AU - De Blasio, Antonella AU - Di Prazza, Bianca PY - 2018/06/28 Y2 - 2024/03/28 TI - “Homo Europaeus"? A comparative analysis of advertising JF - ENTHYMEMA JA - ENTHYMEMA VL - 0 IS - 21 SE - Saggi DO - 10.13130/2037-2426/9517 UR - https://riviste.unimi.it/index.php/enthymema/article/view/9517 SP - 62-72 AB - <p>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.</p> ER -