Speaker
Description
The image of the couple was one of the most popular themes in advertising discourse. In the 1950s, a norm couple was imposed, emotionally stable, with well-defined roles. Gradually, with the rapid changes in society, this idyllic image is becoming fragile, and at the end of the 20th century, the couple is experiencing a crisis. At present the economic emancipation of women, and the undermining of the supremacy of masculinity are some aspects that will influence a resettlement and a re-discussion of roles within the couple. Advertising, whose social dimension is given by the “circulation of discourse in public and social space” (Frunza M., 2017), will not remain indifferent to the crisis, but will exploit it for commercial purposes. This paper aims to present the way in which this crisis is reflected in the advertising campaigns broadcast on commercial television in Romania over the last 5 years.The quantitative analysis method led to some preliminary conclusions. On the one hand, in the search for authenticity, the couple, with their daily problems, is the protagonist of a diversity of advertisements, from those promoting paints to those advocating for banking services. This aspect highlights the extraordinary malleability of advertising, which abandons its idyllic dimension, demonstrating its ability to reflect societal tensions. On the other hand, a fundamental aspect of the advertising universe should not be underestimated: the commercial purpose. To achieve this objective, advertising will seek new "persuasion strategies" (Frunza, M. 2017), according to which the crisis will be "diverted" (Baudrillard, 1995) towards the promoted object.
References
Baudrillard, Jean. 2005. Societatea de consum. Mituri și structuri. București: Comunicare.ro.
Moraru, Mădălina. 2009. Mit și publicitate. București: Nemira
| Keywords | couple, crisis, society, advertising, persuasion strategies |
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| andreea.petre@unitbv.ro |