SciELO - Scientific Electronic Library Online

 
vol.19 número34Marcas, produtos e temáticas na ficção televisiva: um ensaio sobre o placement como estratégia de produçãoIncursão pelos modelos de análise da imagem publicitária índice de autoresíndice de assuntosPesquisa de artigos
Home Pagelista alfabética de periódicos  

Serviços Personalizados

Journal

Artigo

Indicadores

Links relacionados

  • Não possue artigos similaresSimilares em SciELO

Compartilhar


Media & Jornalismo

versão impressa ISSN 1645-5681versão On-line ISSN 2183-5462

Resumo

SCHUCH, Lucas Alves  e  PETERMANN, Juliana. The Advertising: a field in transformation. Media & Jornalismo [online]. 2019, vol.19, n.34, pp.96-113. ISSN 1645-5681.  https://doi.org/10.14195/2183-5462_34_7.

This article composes a stage of the cartography that is carrying out, and that has as its theme the transformations in the advertising field, and even of its business models. We use the two techniques of data production and semi-analysis and analyze the elements collected, from the work of Deleuze and Guattari (1995), with the concept of rhizome, so that it was possible to trace this object is the field of advertising in in a rhizomatic way. This article answers the following question: What are the main programs that make up the tensions in the advertising field and the current reforms? In addition to the fruitful debate about making the rhizome concept, it was possible to identify the current tensions that lead to the making of a publicity being a questioned and revised being, as well as, enabled the beginning of the rhizomatic construction of our research object, which we intend to expand with future incursions.

Palavras-chave : communication; publicity; advertising practice; rhizome; business model.

        · resumo em Português | Espanhol     · texto em Português     · Português ( pdf )

 

Creative Commons License Todo o conteúdo deste periódico, exceto onde está identificado, está licenciado sob uma Licença Creative Commons