Advertising, semiotics and intertextuality: a sense of study
Keywords:
Intertextuality, advertising, semiotics, sense.Abstract
This article aims to analyze, in some individual cases, how advertising produce some sense when the image of Marilyn Monroe in the film scene The Seven Year Itch, 1955 is used. To reach this goal, the analysis is based on the semiotics of Eco (2003 [1968]), especially in the developed studies contained in his book The Absent Structure and in the studies of Covaleski (2009) about intertextuality, in order to understand message levels and respectively the meanings that constitute it. This work is divided in two main parts: the first seeks the theorycal foundations while the second aims the analytical process. In this perspective, it is believed that the current research is still devoted to contribute in studies towards the use of iconic figures as a communication and persuasion form and strategy.
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