Advertising discourse and mediation: from conception to reception
Nowadays, we are really witnessing an all-embracing decompartementalisation dynamic at once geographical, sectorial and cultural which has brought about mutations at all levels : political, economic and ecological. These changes are likely to have the marketing officials confounded and confused as t...
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| Format: | Article |
| Language: | Arabic |
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The Arab Association of Civilization and Islamic Arts
2023-10-01
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| Series: | Maǧallaẗ Al-Turāṯ wa Al-Taṣmīm |
| Subjects: | |
| Online Access: | https://jsos.journals.ekb.eg/article_255387_f7e6f3a4f5fca09caa064d5fd53aad52.pdf |
| _version_ | 1797391604471824384 |
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| author | Mariam Khalifa |
| author_facet | Mariam Khalifa |
| author_sort | Mariam Khalifa |
| collection | DOAJ |
| description | Nowadays, we are really witnessing an all-embracing decompartementalisation dynamic at once geographical, sectorial and cultural which has brought about mutations at all levels : political, economic and ecological. These changes are likely to have the marketing officials confounded and confused as to which most efficient strategy to adopt. Indeed, there is a dilemma regarding the selection of the lines of force of an advertising compaign as many thought-provoking questions arise such as : how could advertising play an intervening part facing these mutations while placing Man at the heart of communication ?The expression of the advertising message obeys a delimited framework: that of the poster format or the spot frame. Paradoxically, however, it is this spatial framework itself, which is relatively restricted, that makes the poster or advertisement a place of escape rather than confinement. Indeed, like the screen frame of the cinema, it favours the journey outside the space-time confines since it is centrifugal and not closed. The reader's gaze starts from the centre and continues its journey, mentally, through the cultural meanderings without coming up against a (physical) frame that blocks its way. |
| first_indexed | 2024-03-08T23:35:14Z |
| format | Article |
| id | doaj.art-c5c487b0f3864eb2a1f449bd91d495f7 |
| institution | Directory Open Access Journal |
| issn | 2735-5071 2735-508X |
| language | Arabic |
| last_indexed | 2024-03-08T23:35:14Z |
| publishDate | 2023-10-01 |
| publisher | The Arab Association of Civilization and Islamic Arts |
| record_format | Article |
| series | Maǧallaẗ Al-Turāṯ wa Al-Taṣmīm |
| spelling | doaj.art-c5c487b0f3864eb2a1f449bd91d495f72023-12-14T07:11:08ZaraThe Arab Association of Civilization and Islamic ArtsMaǧallaẗ Al-Turāṯ wa Al-Taṣmīm2735-50712735-508X2023-10-0131741842710.21608/jsos.2022.149041.1263255387Advertising discourse and mediation: from conception to receptionMariam Khalifa0Doctor of design sciences and technologies, assistant professor of educationNowadays, we are really witnessing an all-embracing decompartementalisation dynamic at once geographical, sectorial and cultural which has brought about mutations at all levels : political, economic and ecological. These changes are likely to have the marketing officials confounded and confused as to which most efficient strategy to adopt. Indeed, there is a dilemma regarding the selection of the lines of force of an advertising compaign as many thought-provoking questions arise such as : how could advertising play an intervening part facing these mutations while placing Man at the heart of communication ?The expression of the advertising message obeys a delimited framework: that of the poster format or the spot frame. Paradoxically, however, it is this spatial framework itself, which is relatively restricted, that makes the poster or advertisement a place of escape rather than confinement. Indeed, like the screen frame of the cinema, it favours the journey outside the space-time confines since it is centrifugal and not closed. The reader's gaze starts from the centre and continues its journey, mentally, through the cultural meanderings without coming up against a (physical) frame that blocks its way.https://jsos.journals.ekb.eg/article_255387_f7e6f3a4f5fca09caa064d5fd53aad52.pdfadvertising conceptionmutationsmediationobjectsubject |
| spellingShingle | Mariam Khalifa Advertising discourse and mediation: from conception to reception Maǧallaẗ Al-Turāṯ wa Al-Taṣmīm advertising conception mutations mediation object subject |
| title | Advertising discourse and mediation: from conception to reception |
| title_full | Advertising discourse and mediation: from conception to reception |
| title_fullStr | Advertising discourse and mediation: from conception to reception |
| title_full_unstemmed | Advertising discourse and mediation: from conception to reception |
| title_short | Advertising discourse and mediation: from conception to reception |
| title_sort | advertising discourse and mediation from conception to reception |
| topic | advertising conception mutations mediation object subject |
| url | https://jsos.journals.ekb.eg/article_255387_f7e6f3a4f5fca09caa064d5fd53aad52.pdf |
| work_keys_str_mv | AT mariamkhalifa advertisingdiscourseandmediationfromconceptiontoreception |