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SM ISO690:2012 BORDIAN, Svetlana. Pouvoir politique et langage publicitaire. In: La Francopolyphonie, 2010, nr. 5, pp. 110-117. ISSN 1857-1883. |
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La Francopolyphonie | ||||||
Numărul 5 / 2010 / ISSN 1857-1883 | ||||||
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Pag. 110-117 | ||||||
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Rezumat | ||||||
Political power is exercised by different economic, ideologic, legal, and military means which are interrelated. It plays a key role in social life regulation and functionning and represents an elite’s capacity to impose its will to organize and lead a society. Political power can use advertising to influence the masses, which is natural and evident, when it comes to political advertising that lacks a political substance and only disseminates a message about a benefit which
could be gained when voting a candidate or a political party. Althought paradoxal, commercial advertising has a greater ideological potential and contains political implications. At the same time, due to its legitimate theoretic role, it is not an ideology of a political system. The attempt to consider it as a partisan communication of a liberal capitalist system aiming at its preservation is condemned as it derives from an obsolete Marxist sociology. Critics of contemporary
advertising from the above mentioned perspective form a speech of disproof from humanitary and moral positions which are more accentuated and are the basis of an anti-advertising movement.
Commercial advertising would not have any relation to politics, if the language it uses had evoluated in a way to cross out of its messages the referent from the real world. Thus, through promoting symbols and values, it participates in building both conscience and reality, and offer the opportunity to treat an ideologic potential which advertising might contain. This is a moment that raise scepticism with regard to its innocence. |
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Cuvinte-cheie Advertising, trade mark, advertising language, communication system, political power, manipulation, economic communication, mass communication |
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