For-consumption images of the automotive industry: the world of work through the lens of advertising communication
DOI:
https://doi.org/10.30962/ec.693Keywords:
Comunicação e consumo, Comunicação e Trabalho, Publicidade, Marcas de automóveis, Marshall McLuhan.Abstract
This paper analyzes advertising communication strategies of the automotive industry in the early 21st century, mainly from the standpoint of therepresentations of its productive processes and meanings of consumption. The theoretical framework discusses McLuhan’s theory on cultural aspects of automobiles, production trends and new roles to be assumed by consumers, in the transformations promoted by modern marketing. The theoreticalmethodological approach of the French line of Discourse Analysis was adopted in the reflection on the corpus. Keywords Communication and Consumption. Communication and Work. Advertising. Automobile brands. Marshall McLuhan.Downloads
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