TY  - BOOK
AU  - Bahuaud,Myriam
AU  -  Pecolo,Agnès
TI  - The generational past of advertising
PY  - 2019///.
							
N1  - 2
N2  - ‪Commercial brands seeking to express an anchoring in the past and a sense of continuity between past, present and future, select and revive elements of their heritage as guarantees of authenticity. In this article we analyze a corpus of contemporary television commercials which reuse previously aired communication campaigns. We explore, by means of a generational approach, visual and discursive staging as well as the links created between past, present and future. Authenticity and nostalgia are the preferred basis of this form of advertising communication.‪
UR  - https://shs.cairn.info/journal-etudes-de-communication-2018-2-page-21?lang=en
ER  -