Phenoadvertising and genoadvertising

a semiotic reflection on cause advertising

Authors

DOI:

https://doi.org/10.18568/cmc.v21i60.2875

Keywords:

Advertising, Advertising language, Cause advertising, fenoadvertising, genoadvertising

Abstract

This work can be seen as a modest contribution to investigations dedicated to the complex relationships between advertising communication and the political, social, economic and cultural sphere, materialized in what is commonly called cause advertising. Based on the concepts of phenotext and genotext, proposed by Julia Kristeva and expanded in their application possibilities by Roland Barthes and Byung Chul-Han, we suggest a theoretical confrontation with today's so-called engaged advertising, seeking to reveal what is possibility of transformation and what is nothing more than a marketing artifice. Furthermore, we aim to offer comparative parameters between what we call here phenoadvertising and genoadvertising, less as a method of classification than as an instrument for reflection.

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Author Biography

Bruno Pompeu, Universidade de São Paulo

Professor do curso de Publicidade e Propaganda da Escola de Comunicações e Artes e do Programa de Pós-Graduação em Ciências da Comunicação da Universidade de São Paulo (ECA-USP e PPGCOM-USP). Doutor em Ciências da Comunicação pela Universidade de São Paulo (USP).

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Published

2024-05-23

How to Cite

Pompeu, B. (2024). Phenoadvertising and genoadvertising: a semiotic reflection on cause advertising. Comunicação Mídia E Consumo, 21(60). https://doi.org/10.18568/cmc.v21i60.2875

Issue

Vol. 21 No. 60 (2024): JAN/ABR

Section

Artigos

License

Authors retain the copyright and grant the journal the right to first publication, with the work simultaneously licensed under the Creative Commons Attribution License that allows the work sharing with acknowledgment of authorship and initial publication in this magazine.