This article is an editorial

This article has been published in: Ocula 33, New Forms of Textuality in Advertising Communication: Discourses, Practices and Narratives

authors: Cinzia Bianchi (Dipartimento di Comunicazione ed Economia, Università di Modena e Reggio Emilia (IT)), Marianna Boero (Dipartimento di Scienze della Comunicazione, Università di Teramo (IT)) and Ruggero Ragonese (Dipartimento di Comunicazione ed Economia, Università di Modena e Reggio Emilia (IT))

Introduction. Forms of Advertising Communication between Social Media and Artificial Intelligence

language: italian

abstract: The advertising text has often been the subject of semiotic studies. From its earliest analyses in the 1960s to its most recent applications, semiotics has always found advertising an extremely propitious opportunity to test its tools, in an attempt to identify its specificity in relation to the other human and social sciences. The mutability of advertising discursive forms has been a challenge for semiotics, opening reflections and prompting debates on the potentiality, limits and relevance of semiotic analytical tools. This aspect appears particularly interesting within the dynamics of the contemporary communicative context, characterized by the advent of social advertising, the contamination between different media, the entry of new technologies and the spread of Artificial Intelligence in consumer practices, fruition and production of advertising texts.

citation information: Cinzia Bianchi, Marianna Boero and Ruggero Ragonese, Introduzione. Forme di comunicazione pubblicitaria tra social media e Intelligenza Artificiale, "Ocula", vol.26, n.33, pp.5-11, March 2025. DOI: 10.57576/ocula2025-3

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