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
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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References
Austin, J. (1970). How to Do Things with Words. Clarendon Press.
Bamberg, M., De Fina, A., & Schiffrin, D. (2011). Discourse and identity construction. In S. J. Schwartz, K. Luyckx, & V. L Vignoles. (Eds.). Handbook of Identity Theory and Research (177-199). Springer Science & Business Media.
Barthes, R. (1957). Mythologies. Editions de Suil.
Barthes, R. (1974). S/Z: an essay. Cape.
Baudrillard, J. (2002). Selected Writings. Stanford University Press.
Caldwell, M., Henry, P., & Alman, A. (2010). Constructing audio-visual representations of consumer archetypes. Qualitative Market Research: An International Journal, 13 (1), 84-96.
Dyer, G. (1982). Advertising as Communication. Routledge.
Faber, M. A., & Mayer, J. D. (2009). Resonance to archetypes in media: There’s some accounting for taste. Journal of Research in Personality, 43 (3), 307-322.
Fauconnier, G., & Turner, M. (2002). The Way We Think: Conceptual Blending and the Mind's Hidden Complexities. Basic Books.
Fauconnier, G., & Turner, M. (2000). Compression and global insight. Cognitive linguistics, 11, (3/4), 283–304.
Gutjahr, G. (2015). Markenpsychologie: Wie Marken wirken - was Marken stark macht (3rd ed.). Springer Fachmedien.
Hammack, P. (2008). Narrative and the cultural psychology of identity, Personality and Social Psychology Review, 12 (3), 222-247.
Jung, C. G. (1971). Psychological Types. In G. Adler, R. F. C. Hull (eds.). Collected Works of C.G. Jung (. Vol. 6). Princeton University Press.
Kravchenko, N., & Shanaieva-Tsymbal, L. (2023). Multimodal Ukrainian Brand Narrative: Semiotics, Structure, Archetypes. Alfred Nobel University Journal of Philology, 2, (26, no 2, 27-44.
Kravchenko, N., & Yudenko, O. (2023). Multimodal Advertising: Semiotic and Cognitive-Pragmatic Aspects. International journal of philology, 14, (4), 6-15.
Kravchenko, N. (2022). Manipulative Argumentation in Anti-Ukrainian Discourse of Russian Politicians: Integration of Discourse-Analytical and Classical Rhetorical Approaches. Cogito, 14 (3), 224-247.
Kravchenko, N., Goltsova, M., & Kryknitska, I. (2020). Politics as Art: The Creation of a Successful Political Brand. Journal of History, Culture and Art Research, 9, (3), 314-323.
Kravchenko, N., Valigura, О., Meleshchenko, V., & Chernii, L. (2021). Simplicity is the ultimate sophistication” or half a century of IT consumer identity formation: A pragmatics approach. Token: A Journal of English Linguistics 13, 141-169.
Kravchenko, N. (2017a). Indirect Speech Acts via Conversational Implicatures and Pragmatic Presuppositions. Cognition, Communication, Discourse. Series “Philology”, (14), 54-66.
Kravchenko, N. (2017). Illocution of direct speech acts via conventional implicature and semantic presupposition. Lege Artis, 2(1), 128-168.
Mark, M., & Pearson, C.S. (2001). The hero and the outlaw: Building extraordinary brands through the power of archetypes. McGraw-Hill.
Maslow, A. H. (1987). Motivation and personality (3rd ed.). Pearson Education.
Sadock, J.M. (2004). Toward a realistic typology of speech acts. http://semantics.uchicago.edu/kennedy/classes/f09/semprag1/sadock.pdf
Searle, J. (1969). Speech Acts: An Essay in the Philosophy of Language. Cambridge University Press.
Simpson, P. (2014). Stylistics. Routledge.
Zhykharieva, O., & Stavtseva, V. (2022). Concept self-fulfillment as a discourse-forming concept of modern English advertising. Transcarpathian Philological Studies, 22 (1), 106-110.
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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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Copyright (c) 2024 Revista Univap
This work is licensed under a Creative Commons Attribution 4.0 International License.
This work is licensed under a Creative Commons Attribution 4.0 International.
This license allows others to distribute, remix, tweak, and build upon your work, even commercially, as long as they credit you for the original creation.
http://creativecommons.org/licenses/by/4.0/legalcode
DOI:
https://doi.org/10.18066/revistaunivap.v30i65.4526Abstract
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
Downloads
References
Austin, J. (1970). How to Do Things with Words. Clarendon Press.
Bamberg, M., De Fina, A., & Schiffrin, D. (2011). Discourse and identity construction. In S. J. Schwartz, K. Luyckx, & V. L Vignoles. (Eds.). Handbook of Identity Theory and Research (177-199). Springer Science & Business Media.
Barthes, R. (1957). Mythologies. Editions de Suil.
Barthes, R. (1974). S/Z: an essay. Cape.
Baudrillard, J. (2002). Selected Writings. Stanford University Press.
Caldwell, M., Henry, P., & Alman, A. (2010). Constructing audio-visual representations of consumer archetypes. Qualitative Market Research: An International Journal, 13 (1), 84-96.
Dyer, G. (1982). Advertising as Communication. Routledge.
Faber, M. A., & Mayer, J. D. (2009). Resonance to archetypes in media: There’s some accounting for taste. Journal of Research in Personality, 43 (3), 307-322.
Fauconnier, G., & Turner, M. (2002). The Way We Think: Conceptual Blending and the Mind's Hidden Complexities. Basic Books.
Fauconnier, G., & Turner, M. (2000). Compression and global insight. Cognitive linguistics, 11, (3/4), 283–304.
Gutjahr, G. (2015). Markenpsychologie: Wie Marken wirken - was Marken stark macht (3rd ed.). Springer Fachmedien.
Hammack, P. (2008). Narrative and the cultural psychology of identity, Personality and Social Psychology Review, 12 (3), 222-247.
Jung, C. G. (1971). Psychological Types. In G. Adler, R. F. C. Hull (eds.). Collected Works of C.G. Jung (. Vol. 6). Princeton University Press.
Kravchenko, N., & Shanaieva-Tsymbal, L. (2023). Multimodal Ukrainian Brand Narrative: Semiotics, Structure, Archetypes. Alfred Nobel University Journal of Philology, 2, (26, no 2, 27-44.
Kravchenko, N., & Yudenko, O. (2023). Multimodal Advertising: Semiotic and Cognitive-Pragmatic Aspects. International journal of philology, 14, (4), 6-15.
Kravchenko, N. (2022). Manipulative Argumentation in Anti-Ukrainian Discourse of Russian Politicians: Integration of Discourse-Analytical and Classical Rhetorical Approaches. Cogito, 14 (3), 224-247.
Kravchenko, N., Goltsova, M., & Kryknitska, I. (2020). Politics as Art: The Creation of a Successful Political Brand. Journal of History, Culture and Art Research, 9, (3), 314-323.
Kravchenko, N., Valigura, О., Meleshchenko, V., & Chernii, L. (2021). Simplicity is the ultimate sophistication” or half a century of IT consumer identity formation: A pragmatics approach. Token: A Journal of English Linguistics 13, 141-169.
Kravchenko, N. (2017a). Indirect Speech Acts via Conversational Implicatures and Pragmatic Presuppositions. Cognition, Communication, Discourse. Series “Philology”, (14), 54-66.
Kravchenko, N. (2017). Illocution of direct speech acts via conventional implicature and semantic presupposition. Lege Artis, 2(1), 128-168.
Mark, M., & Pearson, C.S. (2001). The hero and the outlaw: Building extraordinary brands through the power of archetypes. McGraw-Hill.
Maslow, A. H. (1987). Motivation and personality (3rd ed.). Pearson Education.
Sadock, J.M. (2004). Toward a realistic typology of speech acts. http://semantics.uchicago.edu/kennedy/classes/f09/semprag1/sadock.pdf
Searle, J. (1969). Speech Acts: An Essay in the Philosophy of Language. Cambridge University Press.
Simpson, P. (2014). Stylistics. Routledge.
Zhykharieva, O., & Stavtseva, V. (2022). Concept self-fulfillment as a discourse-forming concept of modern English advertising. Transcarpathian Philological Studies, 22 (1), 106-110.
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Copyright (c) 2024 Revista Univap
This work is licensed under a Creative Commons Attribution 4.0 International License.
This work is licensed under a Creative Commons Attribution 4.0 International.
This license allows others to distribute, remix, tweak, and build upon your work, even commercially, as long as they credit you for the original creation.
http://creativecommons.org/licenses/by/4.0/legalcode
