Adversising and social representation in the context of mediatization

Abstract

This essay analysis how the identifications work in advertisement in the mediatization scene. For such, we propose that through social representations in campaigns the advertisement can organize senses which will orient these identifications. In this way, we try to show how advertisement relates to the creation of this new social environment which is mediated society. To think about the subject, the text was structured in three parts: at the first part we approached the mediatization concept; at the second, we described how social representations work. At last, at the third part, we analyzed the advertisement as an identification field in mediatization context.