The enunciative praxis in contemporary advertising: the tension between permanence and fugacity in the ritual of purchase, use and possession

Abstract

There are different ways to he presence of visible in our environment (LANDOWSKI, 2004), the advertising is configured as a privileged manifestation of contemporay society, based on synesthesa, in polyphony and visualization of the concepts of uniqueness and exclusivity. This fact is evidenced by the displacement  of the material of the productor organization, in favor of symbolic dematerialization, eroding the concrete with the intention os creating links from the sense of subjectivity, thereby establishing complicity and identification. The advertising and an effective presence, engaging and accesible intentionally created as a synthessis of the tension between the promise of permanence (strategic product and brand) and fugacity characteristic of ruthless pragmatism and ephemera of contemporary supply and demand. In this context we selected advertisements published in the last three years in the major brazilian magazine in the categories of fashion, technology and food, with over five hundred examples. The categories of products/brands were selected from the criterion of volumen and frequency of appearance. Through a theoretical and empirical methodology, the ads were semiotically analysed and were compared with the mechanisms of transfer of meaning from the reflections of McCraken (2003) which allowed the understanding of how to perform the processes of meaning of the marks from rituals of purchase, use and possession  evidenced in ads. Additionally, we analyze the results obtained on trends in the research of the Observatory of Trends in the Ipsos Institute (Brazil) and Trend Report 2009/2010 of Trend Watching Intitute (Netherlands). It should be noted that the plastic  expressions and textual advertising find reflections of the society in its different manifestations, their values and patterns  of behavior, and important indexes to design predictions, which confirms the claim that advertising is an insider´s evidence of the world in which we live.