home page

This article has been subjected to double blind peer review

author: Stefano Traini (Facoltà di Scienze della Comunicazione, Università di Teramo (IT))

The slow pace of change in advertising: new family types in advertisements for people carriers

language: english

publication date: July 2018

abstract: The aim of this article is to examine in the context of today a theory put forward by Umberto Eco in 1968 (in his book La struttura assente [The Absent Structure]). Eco stated that advertising does not increase public understanding and is simply a consolatory art. In this paper I shall analyse a number of advertisements (made between 2009 and 2014) for 5 different models of people carrier to see what type of families are portrayed and how, in order to see if Eco’s theory still holds true. The analyses in fact show that the way families are portrayed in advertising continues to favour traditional models and values, even though there are some indications of social changes that are taking place. In addition, as recent sociosemiotic studies have shown, advertising communication has a dual social and commercial status that obliges it to move slowly: so while it can portray innovations and increase public understanding, this must be done without any destabilizing effects and therefore must always take place very gradually.

keywords: semiotics, advertising, consumption, seciosemiotics, semiotica, pubblicità, consumo, sociosemiotica

OCULA-FluxSaggi-TRAINI-The-slow-pace-of-change-in-advertising.pdf ➞ PDF [363Kb]

DOI: 10.12977/ocula2018-6

citation information: Stefano Traini, The slow pace of change in advertising: new family types in advertisements for people carriers, "Ocula", vol.19, July 2018. DOI: 10.12977/ocula2018-6

Attached Materials:
Spot Renault Scenic > file mp4 [3,553Mb]
Spot Ford C-Max > file mp4 [2,153Mb]
Spot Toyota Verso > file mp4 [2,375Mb]
Spot Citroen Picasso > file mp4 [2,383Mb]
Spot Peugeot 5008 > file mp4 [1,646Mb]


Ocula.it publishes articles and essays in semiotic research, with a particular eye on communication and culture; it is open to dialogue with other research fields and welcomes contributions from all the areas of the social and human sciences. See the Editorial Board and the Editorial Board.

You can support our initiative by donating in a safe way using PayPal or your credit card

ISSN 1724-7810   |   DOI: 10.12977/ocula

Since 2019 Ocula is ranked as a class A journal by ANVUR for Research Area 10/C1 and 11/C4.

Ocula adheres to the principles of Budapest Open Access Initiative (BOAI)

Ocula is indexed by Directory Open Access Journal (DOAJ) and Google Scholar

The content on this site is licensed under Creative Commons (BY-NC-ND) 

  |  Privacy  |  Ocula.it is published by Associazione Ocula, via Berti 2, 40131 - Bologna