A memorable campaign
DOI:
https://doi.org/10.18568/cmc.v11i32.638Keywords:
Advertising, Memory, CreativityAbstract
Starting from a campaign for Old Spice, this paper analyzes the strategies employed by advertising in order to survive in the era of social networks. Staying in the public’s mind remains the aspiration of all advertising, but the tactics used have changed. Apart from the author’s experience in this area, this essay was based on texts on advertising technique by Carrascoza (2003), Figueiredo (2007) and Iezzi (2010), which were articulated with notions of fictionalization of the self, in Sibilia (2007), of indirect speech, in Bakhtin (1977), and of involuntary memory, in Benjamin (1994) and Guattari (1992).Downloads
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