Abstract:The presence of the new in contemporary advertising -semiotic and marketing relations and innovation in Brazilian automotive communication -What is new in contemporary living? And how do the manifestations of advertising make consumers feel and grasp the innovativeness of products and brands in the present time, in which novelties are discursivized to exhaustion? John Ciaco enlightens the reader, giving him a semiotic tour of marketing and communication (taking as corpus the latest Brazilian automotive advertising) so that, together, they can feel the new -in an analysis which, ultimately, is about the actual meaning experienced in contemporaneity.
São Paulo, capital. Um sábado ou domingo qualquer, tão importante quanto todos os fins de semana do ano. Nos campos, a bola rola, balança a rede, com clima de decisão. A torcida vibra, xinga, batuca onde nem sempre há arquibancada – e, às vezes, sequer gramado. Mas essas condições não diminuem o amor pelo futebol, que une “todos juntos em uma mesma emoção”. Longe dos estádios e dos times milionários, dos craques espetacularizados e das torcidas organizadas oficiais, o futebol amador faz pulsar as quebradas. No coração das comunidades, espalhadas pelos quatro cantos da metrópole, o grito de gol, que não falta, ecoa, integrando-as (...)
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