Advertising and Sustainability: The Case of “The Last Photo” Campaign
The aim of the research was to investigate the construction of scenes for the socio-environmental campaign that won the most awards at the “Cannes Film Festival” in 2023, in order to identify and describe the media discourses that contribute to the production of culture and values in society. A theo...
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| הוצא לאור ב: | URI:https://journals.openedition.org/cs, |
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| Auteurs principaux: | , , , |
| פורמט: | Article ou chapitre numérique |
| שפה: | Anglais |
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Comunicação e sociedade
2024
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| נושאים: | |
| גישה מקוונת: | Accès Université d'Orléans et IFPM |
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openedition-oai:revues.org:cs_11862 |
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openedition |
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openedition-oai:revues.org:cs_11862 en https://journals.openedition.org/cs/11862 2024-07-17T02:00:00Z info:eu-repo/semantics/openAccess article info:eu-repo/semantics/article urn:handle:20.500.13089/121a6 https://creativecommons.org/licenses/by/4.0/ Advertising and Sustainability: The Case of “The Last Photo” Campaign Comunicação e sociedade Centro de estudos de comunicação e sociedade info:eu-repo/semantics/reference/issn/2183-3575 info:eu-repo/semantics/reference/issn/1645-2089 URI:https://journals.openedition.org/cs Silva, Priscila Kalinke da Caldas, Carlos Henrique Sabino Feliciano, Luiz Antonio Neto, Rogério Gomes sustentabilidade produção simbólica suicídio sustainability symbolic production suicide The aim of the research was to investigate the construction of scenes for the socio-environmental campaign that won the most awards at the “Cannes Film Festival” in 2023, in order to identify and describe the media discourses that contribute to the production of culture and values in society. A theoretical-methodological analysis was carried out exploring the interactions between advertising, sustainability and symbolic production, with a focus on evaluating the trajectory of the Cannes awards, which recognise advertising as an agent of social and environmental transformation, identifying campaigns in these areas. The corpus was defined by the most awarded campaign in 2023 at Cannes, related to social and/or environmental issues, in this case “The Last Photo”. The analysis was conducted using a discursive approach, considering lexical elements, argumentative techniques, prominence and components external to verbal language. The results of the study showed that the campaign predominantly uses advertising discourse, especially audiovisual adverts exploring social issues. Scenography plays an important role in the construction of these scenes, lending credibility and emotion to the speeches. The campaign’s approach challenges the stereotypes surrounding suicide, using real cases to promote reflection.Transmedia storytelling and accessible language are used to reach audiences effectively. O objetivo da pesquisa foi investigar a construção de cenas enunciativas da campanha de cunho socioambiental mais premiada no “Festival de Cannes” em 2023, a fim de identificar e descrever os discursos midiatizados, que concorrem para a produção de cultura e valores na sociedade. Foi realizada uma análise teórico-metodológica explorando as interações entre publicidade, sustentabilidade e produção simbólica, com o foco em avaliar a trajetória das premiações em Cannes que reconhecem a publicidade como agente de transformação social e ambiental, identificando campanhas de impacto nessas áreas. O corpus foi definido pela campanha mais premiada em 2023 em Cannes relacionada à questão social e/ou ambiental, no caso “The Last Photo” (A Última Fotografia). A análise foi conduzida por intermédio de abordagem discursiva considerando elementos lexicais, técnicas argumentativas, destacabilidade e componentes externos à linguagem verbal. Os resultados do estudo demonstraram que a campanha utiliza predominantemente o discurso publicitário, especialmente o anúncio audiovisual explorando a temática social. A cenografia desempenha um papel importante na construção dessas cenas, conferindo credibilidade e emoção aos discursos. A abordagem dessa campanha desafia os estereótipos em torno do suicídio, utilizando casos reais para promover a reflexão. A estratégia transmídia e a linguagem acessível são usadas para alcançar o público de maneira eficaz. |
| collection |
OpenEdition Journal |
| language |
Anglais |
| format |
Article ou chapitre numérique |
| building |
0/Bibliothèque numérique/ 1/Bibliothèque numérique/OpenEdition Journals/ |
| topic |
sustentabilidade produção simbólica suicídio sustainability symbolic production suicide |
| spellingShingle |
sustentabilidade produção simbólica suicídio sustainability symbolic production suicide Silva, Priscila Kalinke da Caldas, Carlos Henrique Sabino Feliciano, Luiz Antonio Neto, Rogério Gomes Advertising and Sustainability: The Case of “The Last Photo” Campaign |
| description |
The aim of the research was to investigate the construction of scenes for the socio-environmental campaign that won the most awards at the “Cannes Film Festival” in 2023, in order to identify and describe the media discourses that contribute to the production of culture and values in society. A theoretical-methodological analysis was carried out exploring the interactions between advertising, sustainability and symbolic production, with a focus on evaluating the trajectory of the Cannes awards, which recognise advertising as an agent of social and environmental transformation, identifying campaigns in these areas. The corpus was defined by the most awarded campaign in 2023 at Cannes, related to social and/or environmental issues, in this case “The Last Photo”. The analysis was conducted using a discursive approach, considering lexical elements, argumentative techniques, prominence and components external to verbal language. The results of the study showed that the campaign predominantly uses advertising discourse, especially audiovisual adverts exploring social issues. Scenography plays an important role in the construction of these scenes, lending credibility and emotion to the speeches. The campaign’s approach challenges the stereotypes surrounding suicide, using real cases to promote reflection.Transmedia storytelling and accessible language are used to reach audiences effectively. |
| author |
Silva, Priscila Kalinke da Caldas, Carlos Henrique Sabino Feliciano, Luiz Antonio Neto, Rogério Gomes |
| author_facet |
Silva, Priscila Kalinke da Caldas, Carlos Henrique Sabino Feliciano, Luiz Antonio Neto, Rogério Gomes |
| author_sort |
Silva, Priscila Kalinke da |
| title |
Advertising and Sustainability: The Case of “The Last Photo” Campaign |
| title_short |
Advertising and Sustainability: The Case of “The Last Photo” Campaign |
| title_full |
Advertising and Sustainability: The Case of “The Last Photo” Campaign |
| title_fullStr |
Advertising and Sustainability: The Case of “The Last Photo” Campaign |
| title_full_unstemmed |
Advertising and Sustainability: The Case of “The Last Photo” Campaign |
| title_sort |
advertising and sustainability: the case of “the last photo” campaign |
| publisher |
Comunicação e sociedade |
| publishDate |
2024 |
| container_title |
URI:https://journals.openedition.org/cs |
| url |
https://ezproxy.univ-orleans.fr/login?url=https://journals.openedition.org/cs/11862 |
| _version_ |
1877292359756021760 |