Poesía visual y música como referentes comunicativos en el discurso publicitario contemporáneo

Abstract

Consumption in our society has become fundamental. Consumer culture imposes on us ways of thinking and perceiving, habits and usages. The consumer society is characterized by offering a wide variety of products that produce continuous changes in consumer behaviour. The discourse of advertising is present in all areas of modern life. This paper describes how our society has generated a new advertising language. This speech tries to influence the behaviour of the persons. Saturation of advertising makes people become immune to his speech; this provokes the appearance of new communicative instruments to be used in advertising. Visual poetry and music appear as two fundamental tools for the current advertising speech. The visual poetry is a form of poetry that is not based on the word, where the visual part is fundamental. On the other hand, the music in the advertising is a basic instrument to organize ideas and sensations. This paper research analyzes these two tools in the advertising discourse of our society, showing its effects and communicative functions.