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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I48-R154-article-75832024-07-02T21:50:58Z A Spot that Will Not Let You Down: A Semiotic Analysis of the “Campagnola Year” Campaign in Argentina Un spot que no te va a defraudar. Estudio semiótico de la campaña “Año de Campagnola”, Argentina Quintana Pujalte, Leticia Publicidad Análisis semiótico Branding de personalidad Comunicación política Advertisement Semiotic analysis Personality branding Political communication 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. La publicidad es un discurso social que no sólo forma parte de la comunicación comercial, sino que también tiene impactos en cómo se comprende el mundo en sociedad. A partir de la campaña de la marca La Campagnola, denominada “Año de Campagnola”, lanzado durante el inicio de la campaña presidencial argentina del año 2023, se realiza un estudio semiótico sobre los procesos de resemantización que propone la marca. Asimismo, se analiza su estrategia de comunicación de marca, y se pone en práctica un modelo de análisis semiótico apto para los mensajes publicitarios. El estudio concluye que la marca se gestiona desde un paradigma de personalización, en el que busca propiciar la identificación de sus atributos intangibles con los de su público destinatario. En este camino, apela a un perfil muy concreto, con quienes tiene valores e historias compartidas. Universidad Nacional del Nordeste. Facultad de Humanidades 2024-07-02 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion application/pdf https://revistas.unne.edu.ar/index.php/nea/article/view/7583 10.30972/nea.617583 Ñeatá; Vol. 6 Núm. 1 (2024): Semiótica, vida digital e Inteligencia Artificial; 1-12 2718-7268 spa https://revistas.unne.edu.ar/index.php/nea/article/view/7583/7074 |
| institution |
Universidad Nacional del Nordeste |
| institution_str |
I-48 |
| repository_str |
R-154 |
| container_title_str |
Revistas UNNE - Universidad Nacional del Noroeste (UNNE) |
| language |
Español |
| format |
Artículo revista |
| topic |
Publicidad Análisis semiótico Branding de personalidad Comunicación política Advertisement Semiotic analysis Personality branding Political communication |
| spellingShingle |
Publicidad Análisis semiótico Branding de personalidad Comunicación política Advertisement Semiotic analysis Personality branding Political communication Quintana Pujalte, Leticia A Spot that Will Not Let You Down: A Semiotic Analysis of the “Campagnola Year” Campaign in Argentina |
| topic_facet |
Publicidad Análisis semiótico Branding de personalidad Comunicación política Advertisement Semiotic analysis Personality branding Political communication |
| author |
Quintana Pujalte, Leticia |
| author_facet |
Quintana Pujalte, Leticia |
| author_sort |
Quintana Pujalte, Leticia |
| title |
A Spot that Will Not Let You Down: A Semiotic Analysis of the “Campagnola Year” Campaign in Argentina |
| title_short |
A Spot that Will Not Let You Down: A Semiotic Analysis of the “Campagnola Year” Campaign in Argentina |
| title_full |
A Spot that Will Not Let You Down: A Semiotic Analysis of the “Campagnola Year” Campaign in Argentina |
| title_fullStr |
A Spot that Will Not Let You Down: A Semiotic Analysis of the “Campagnola Year” Campaign in Argentina |
| title_full_unstemmed |
A Spot that Will Not Let You Down: A Semiotic Analysis of the “Campagnola Year” Campaign in Argentina |
| title_sort |
spot that will not let you down: a semiotic analysis of the “campagnola year” campaign in argentina |
| description |
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. |
| publisher |
Universidad Nacional del Nordeste. Facultad de Humanidades |
| publishDate |
2024 |
| url |
https://revistas.unne.edu.ar/index.php/nea/article/view/7583 |
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2024-08-21T22:38:43Z |
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2024-08-21T22:38:43Z |
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