SEMIÓTICA DA PUBLICIDADE DA HARLEY-DAVIDSON ATRAVÉS DA ESTILÍSTICA E DA PRAGMÁTICA: O CONCEITO DE LIBERDADE NA CONSTRUÇÃO DA IDENTIDADE DO CONSUMIDOR ALVO

O CONCEITO DE LIBERDADE NA CONSTRUÇÃO DA IDENTIDADE DO CONSUMIDOR ALVO


SEMIOTICS OF HARLEY-DAVIDSON ADVERTISING THROUGH STYLISTICS AND PRAGMATICS: THE CONCEPT OF FREEDOM IN CONSTRUCTING TARGET CONSUMER IDENTITY

THE CONCEPT OF FREEDOM IN CONSTRUCTING TARGET CONSUMER IDENTITY

Authors

DOI:

https://doi.org/10.18066/revistaunivap.v30i65.4526

Abstract

The article explores the semiotic construction of consumer identity through the stylistics and pragmatics of Harley-Davidson discourse, actualizing semiotic codes of its advertising. The findings provide evidence of the role of metaphorical expressions encoded in slogans and other stylistic devices in actualizing the hermeneutic code of the brand's advertising. The antitheses underlying the juxtaposition of brand values against mainstream ones underlie the symbolic code of the slogans' messages. The actional code relies on directives that stimulate the behavioral model, and implicit commissive acts, promising to fulfill the consumers’ needs. The obtained data demonstrate the semiotic function of the key signified Freedom and its derived sub-concepts in constructing the target brand identity

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Author Biographies

Olena Zhykharieva, National Academy of Fine Arts and Architecture

DrSc, Associate Professor, Department of Foreign Languages, National Academy of Fine Arts and Architecture, Ukraine

Nataliia Kravchenko, National University of Life and Environmental Sciences of Ukraine

Dr. habilitatus, Professor, Department of Romano-Germanic Languages and Translation, National University of Life and Environmental Sciences of Ukraine, Ukraine

Iryna Letunovska, Taras Shevchenko National University

Associate Professor at Taras Shevchenko National University of Kyiv, Ukraine. Candidate of Philology

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Published

2024-03-25

How to Cite

Zhykharieva, O., Kravchenko, N. ., & Letunovska, I. (2024). SEMIOTICS OF HARLEY-DAVIDSON ADVERTISING THROUGH STYLISTICS AND PRAGMATICS: THE CONCEPT OF FREEDOM IN CONSTRUCTING TARGET CONSUMER IDENTITY. Revista Univap, 30(65). https://doi.org/10.18066/revistaunivap.v30i65.4526

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Section

Ciências Humanas