Talking the nation over advertisingThe case of Catalan commercial advertisements

  1. Lladonosa-Latorre, Mariona 1
  2. Visa-Barbosa, Mariona 1
  1. 1 Universitat de Lleida
    info

    Universitat de Lleida

    Lleida, España

    ROR https://ror.org/050c3cw24

Revista:
Catalan journal of communication & cultural studies

ISSN: 1757-1898

Año de publicación: 2021

Volumen: 13

Número: 1

Páginas: 63-82

Tipo: Artículo

DOI: 10.1386/CJCS_00039_1 DIALNET GOOGLE SCHOLAR

Otras publicaciones en: Catalan journal of communication & cultural studies

Resumen

This article addresses how advertisements are narrative devices for the construction, imagination and diffusion of the nation’s depictions in the context of globalization. In this analytical sense, we suggest the current traits in advertising: the hyper-symbolization of the brand and the extrapolation of nation branding to product advertising. We study different representations of Catalonia through a sample of the audio-visual commercial advertising on food and drinks on public television in Catalonia between 2009 and 2017. These examples show the main symbolic frameworks of the nation and re-created identity through two types of depictions of Catalan tradition and experiential Catalanness, that which can exemplify the idea of banal nationalism in the sense of Billig and Edensor’s everyday nationalism. The main objective of our proposal is to understand commercial advertisements as forms of national discourse in everyday nationalism and how the private sector uses this.

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Financiadores

  • Language Institute of the Universitat de Lleida

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Fuente de los datos: Dialnet