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The \self-shaping\ of culture and its ideological resonance: the complicity of ethos and pathos in the Japanese advertising disco
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The \self-shaping\ of culture and its ideological resonance: the complicity of ethos and pathos in the Japanese advertising disco
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Journal Article
The \self-shaping\ of culture and its ideological resonance: the complicity of ethos and pathos in the Japanese advertising disco
2014
Overview
With the ternary relationship of influence and cooperation between sign, object, and its interpreter in the semiotic rapport as a starting point, the present study aims to capture the \"productive tension\" of semiotics and communication in the Japanese advertising discourse. The advertisement, considered a semiotic system which ranks the fundamental functions of language in a particular manner, searches for new methods of communication, of message production, directing the sign towards the symbolic space of communication. In trying to measure this symbolic fund of mass communication, the following text wishes to argue, from the perspective of rhetoric and cultural semiotics, that in the Japanese advertising message which is not transmitted mechanically between speaker and listener, one may recognise a model of impressiveness (impact marketing) alongside a model of stimulation (affect and passion) or of insertion (clandestine persuasion and subliminal power). Also, calling on \"syncretic\" semiotics, this research devoted to the Japanese advertising discourse wishes to probe the way in which meaning is constructed through the act of signification resulted from the interaction of the verbal sentence with procedures and strategies that manifest themselves in several types of language, such as the visual, auditory, gestural, etc.
Publisher
The Academic Society for the Research of Religions and Ideologies (SACRI),SACRI The Academic Society for the Research of Religions and Ideologies
Subject
