A Spot that Will Not Let You Down: A Semiotic Analysis of the “Campagnola Year” Campaign in Argentina
Advertisement represents a social discourse that not only forms part of trading communication, but also has an impact on the way in which the social world is understood. This semiotic study based on the La Campagnola brand campaign "Campagnola Year" launched by the time of the beginning of...
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| Formato: | Artículo revista |
| Lenguaje: | Español |
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Universidad Nacional del Nordeste. Facultad de Humanidades
2024
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| Acceso en línea: | https://revistas.unne.edu.ar/index.php/nea/article/view/7583 |
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| Sumario: | Advertisement represents a social discourse that not only forms part of trading communication, but also has an impact on the way in which the social world is understood. This semiotic study based on the La Campagnola brand campaign "Campagnola Year" launched by the time of the beginning of the Argentinean presidential campaign during 2023 focuses on the re-semantization processes proposed by the brand. In addition, the brand's communication strategy is analyzed, and a new semiotic analysis model suitable for advertising messages is put into practice. The study concludes that the brand is managed from a personalization paradigm that attempts to identify the advertisement's intangible attributes with those of the target audience. In this way, the spot appeals to a very concrete profile with whom it shares both values and history. |
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