Language of Advertising

Advertisements as special instances of intersemiotic translation: an analysis of three multimedia campaigns

“…For the same product or service, there will be a number of ads simultaneously broadcast in different media, a strategy that not only takes advantage of the specific resources offered by each format, but also, by engaging different sensory channels, provides the audience with a more thorough understanding of the contents being conveyed (Freitas, 2004, p. 294). 4 In order to demonstrate the different possibilities of the use of intersemiotic translations in multimedia advertising, this paper analyses two Portuguese campaigns and an international one, looking at how different similarity effects are created that comply workings of advertising as a genre and we know exactly how advertisements are supposed to be read (Freitas, 2014). 3 In fact, verbal language is never the sole conveyor of meaning in advertising.…”

Atitudes dos jovens portugueses face à publicidade contemporânea: uma análise das caraterísticas e dos efeitos do fenómeno publicitário

“…A publicidade é um fator modelador e condicionador de comportamentos sociais (ver, entre outros, Freitas, 2008Freitas, e 2014Marin, Pizzinato e Giuliani, 2014). Assim, é muito importante procurar compreender os modos como essas diferentes perceções se conjugam na mente dos consumidores.…”