Abstract

CANGA SOSA, Manuel. The value of the forbidden in the campaign carried out to promote a Givenchy brand perfume. Case Study. Rev. panam. comun. [online]. 2023, vol.5, n.1, pp.69-82.  Epub Sep 08, 2023. ISSN 2683-2208.  https://doi.org/10.21555/rpc.v5i1.2868.

This paper is focused on the contents of an advertising communication campaign designed to promote a Givenchy brand perfume, whose interest lies in its way of representing the female figure in the context of a transgression phantasy. For this, this study will explore the main contributions of three theorical disciplines specialized in the study of visual configurations, meaning production, and the subtle intentionality and hidden desire depicted in those kind of productions. The textual analysis will help to clarify the questions of an impeccably crafted production focused on the desire of a young woman who is ready to overcome several obstacles in order to achieve her goals. This article shows the result of a work in progress and could contribute to reaching an understanding of the meaning of an advertising campaign that has not been studied yet. It could help to fuel a debate on the ethical impact of certain activities and trends in the current advertising world, which seems to have adopted the questioning of social conventions as a value.

Keywords : advertising; image interpretation; critical analysis; representation; textual analysis.

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