期刊名称：Animus : Revista Interamericana de Comunicação Midiática
印刷版ISSN：1677-907X
电子版ISSN：2175-4977
出版年度：2018
卷号：17
期号：35
页码：92-109
DOI：10.5902/2175497724811
出版社：Universidade Federal de Santa Maria (UFSM)
摘要：This paper aims to present the contributions of the discussion on representations to advertising’s research in contemporary brazilian context. As the theoretical scope, defined from a bibliographic research, we resume the concepts on representations in the perspective of Moscovici, Goffman and Hall, articulated with studies on advertising. We illustrate the debate about possibilities of analytical operationalization of advertising representations highlighting the contributions of researchers such as Rocha, Gastaldo and Iribure. Among the common features of the researches, we identify the discussion about the dynamics of maintenance or transformation of hegemonic representations and its articulation to different practices, contexts and social groups that the communicative process of advertising approaches.
其他摘要：This paper aims to present the contributions of the discussion on representations to advertising’s research in contemporary brazilian context. As the theoretical scope, defined from a bibliographic research, we resume the concepts on representations in the perspective of Moscovici, Goffman and Hall, articulated with studies on advertising. We illustrate the debate about possibilities of analytical operationalization of advertising representations highlighting the contributions of researchers such as Rocha, Gastaldo and Iribure. Among the common features of the researches, we identify the discussion about the dynamics of maintenance or transformation of hegemonic representations and its articulation to different practices, contexts and social groups that the communicative process of advertising approaches.
关键词：Publicidade e propaganda;Representações;Perspectivas teóricas
