The Advertising Show is Going on Brand Discourses Contemporary Metamorphoses and Hybridizations between Information, Entertainment, and Communication

DOI: 10.5176/2301-3710_JMComm18.133

Authors: Karine Berthelot-Guiet

Abstract: Advertising messages and, on a larger scale, all brand messages are undergoing grand metamorphoses under the strain of many different rationales. This paper intends to give a global perspective on these metamorphoses, through a semiocommunication approach, analyzing them as variants of a massive advertising show finding its logic in what the author calls advertisingness.

Keywords: component: brand, advertising, social networks, socio-semiotics, media