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Symbolic practices in the construction of socially engaged marketing discourse


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Čolović, Nina. (2015). Symbolic practices in the construction of socially engaged marketing discourse. Diploma Thesis. Filozofski fakultet u Zagrebu, Department of Linguistics. [mentor Bertoša, Mislava].

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Cause related marketing has been employed in numerous companies since the 1970s as a powerful and profitable market approach to social change communication, which uses the same channels and methods traditionally used for the distribution of goods and services. In these processes, social change is exposed to the transformative influences of corporate meanings, whose effects in this study are considered from the critical sociosemiotic perspective. In social semiotics language (in the multimodal understanding of the term) is a dynamic process that negotiates social reality in different and mutually competitive ways in an ideological matrix and the marketing discourse is one of the important sites of these struggles. Sociosemiotics of advertising analyzes symbolic relationships which are constitued, undone and transformed in the advertisements. This paper will be concerned with the ways the idea of social change is imagined and the ways power is exercised in discourse / using discourse. These questions are examined on the examples of two Avon´s marketing campaigns (Avonova šetnja za ţivot and Ţelim svijet uz tebe) from 2011 and 2012, focused on the topic of breast cancer activism.

Item Type: Diploma Thesis
Uncontrolled Keywords: social marketing, social change, sociosemiotics, breast cancer
Subjects: Linguistics
Departments: Department of Linguistics
Supervisor: Bertoša, Mislava
Date Deposited: 18 Sep 2015 10:24
Last Modified: 18 Sep 2015 10:24

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