| 000 | 01239cam a2200229 4500500 | ||
|---|---|---|---|
| 005 | 20250112032042.0 | ||
| 041 | _afre | ||
| 042 | _adc | ||
| 100 | 1 | 0 |
_aBahuaud, Myriam _eauthor |
| 700 | 1 | 0 |
_a Pecolo, Agnès _eauthor |
| 245 | 0 | 0 | _aThe generational past of advertising |
| 260 | _c2019. | ||
| 500 | _a2 | ||
| 520 | _aCommercial 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. | ||
| 690 | _aadvertising communication | ||
| 690 | _aauthenticity | ||
| 690 | _agenerational communication | ||
| 690 | _aheritage | ||
| 690 | _anostalgia | ||
| 786 | 0 | _nÉtudes de communication | o 51 | 2 | 2019-10-23 | p. 21-36 | 1270-6841 | |
| 856 | 4 | 1 | _uhttps://shs.cairn.info/journal-etudes-de-communication-2018-2-page-21?lang=en |
| 999 |
_c158059 _d158059 |
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