This article has been subjected to double blind peer review

This article has been published in: Ocula 33, New Forms of Textuality in Advertising Communication: Discourses, Practices and Narratives

author: Marianna Boero (Dipartimento di Scienze della Comunicazione, Università di Terano (IT))

Between Ethics and Aesthetics: New Trajectories in Advertising Discourse

language: italian

abstract: This essay aims to analyze how advertising discourse has evolved to incorporate themes, styles, and values historically and culturally associated with ethical and artistic discourse. Despite their differences, these two trajectories of advertising share a common objective: to move away from being seen purely as a persuasive, commercial activity and towards emphasizing existential values. The result is an increasing hybridisation of advertising discourse, which finds its most accomplished expression in the refined and ephemeral forms of communication on social media.

citation information: Marianna Boero, Tra etica ed estetica: nuove traiettorie del discorso pubblicitario, "Ocula", vol.26, n.33, pp.30-49, March 2025. DOI: 10.57576/ocula2025-5

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