Fantasy as ritual and advertising appeal: an analysis of proposal intertextual

Authors

DOI:

https://doi.org/10.11606/issn.1984-5057.v3i1p6-27

Keywords:

advertising, fantasy, intertextualility

Abstract

This article addresses fantasy as a dimension of escape where to the individual projects himself, through the idyllic promise of consumption made by advertising. The analysis of some adverts evidences how intertextuality emerges as a privileged strategy that invites the reader to the advertising text, sending him to a universe of texts and references inscribed in his memory and in his culture, stimulating the imagination and the awakening of fantasy.

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Author Biographies

  • Susana Silva
    Mestre em Ciências da Comunicação – ramo de Marketing e Publicidade, pela Universidade Fernando Pessoa.
  • Rui Torres, Fernando Pessoa University
    Professor Associado da Faculdade de Ciências Humanas e Sociais da Universidade Fernando Pessoa, Porto. Investigador do CECLICO – Centro de Estudos Culturais, da Linguagem e do Comportamento.

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Published

2011-06-16

Issue

Vol. 3 No. 1 (2011): Signos do Consumo, Caleidoscópica

Section

ARTICLES

License

Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons BY-NC-SA License.

Licença Creative Commons

 

How to Cite

SILVA, Susana; TORRES, Rui. Fantasy as ritual and advertising appeal: an analysis of proposal intertextual. Signos do Consumo, [S. l.], v. 3, n. 1, p. 6–27, 2011. DOI: 10.11606/issn.1984-5057.v3i1p6-27. Disponível em: https://revistas.usp.br/signosdoconsumo/article/view/49997. Acesso em: 7 feb. 2026.