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Ocula 33 Vol. 26 | March 2025 | DOI: 10.57576/ocula2025-2 | Booklet ➞ PDF | <
New Forms of Textuality in Advertising Communication: Discourses, Practices and Narratives
Contributors to this Issue: Giorgia Adamo, Cinzia Bianchi, Marianna Boero, Simonetta Buffo, Martina Federico, Carla Fissardi, Paolo Odoardi, Paolo Peverini, Piero Polidoro, Ruggero Ragonese, Vincenzo Vasco, Alice Venturini.
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 r |... ⇲
For years now, so-called new digital technologies and new conceptual definitions such as digital storytelling or digital narratives have haunted semiotic and, more generally, narratological studies like a spectre. In a way that is both new and old, different modes of consumption ch |... ⇲
This essay aims to analyze how advertising discourse has evolved to incorporate themes, styles, and values historically and culturally associated with ethical and artistic discourse. Despite their differences, these two trajectories of advertising share a common objective: to move |... ⇲
Advertising is a part of commercial communication affected in recent years by significant cultural and social changes as a result of the transformation of the media system and, more generally, the advent of the digital technologies. The focus of this essay is on audiovisual adverti |... ⇲
Volkswagen The Force commercial, created by the advertising agency Deutsch Inc. for the 2011 Super Bowl, was a great success with both the public and critics. Its success is not only the result of a clever dissemination strategy, but also of its quality as an articulate and |... ⇲
Advances in generative artificial intelligence in content production are fueling a heated debate on the outcomes of delegating these processes to text-to-text and text-to-image type systems, particularly with reference to the notions of creativity, authenticity, verisimilitude. Sta |... ⇲
The explosion of AI-generated content has led to the emergence of numerous controversies that semiotics, as a discipline with a critical vocation of social phenomena, cannot ignore. In this complex turmoil, corporations like Google are actively shaping users’ perception of AI throu |... ⇲
Recently, an increasing number of brands has openly made use of generative artificial intelligence (GenAI) to develop both individual commercials and entire advertising campaigns. The reasoning seems clear: GenAIs offer an unparalleled creative horizon and allow brands to align the |... ⇲
Nowadays the fashion advertising scenario is rapidly changing. The rise of new technologies has notably influenced the way the apparel industry produces, distributes, and communicates. Among these technologies we find Artificial Intelligence (AI). Despite its widespread adoption, h |... ⇲
The article discusses real-time marketing as a semiotic strategy to enhance organic visibility on social media. Social platforms are vital for brands to communicate and engage with audiences, but organic reach is declining due to competition and algorithm changes. Real-time marketi |... ⇲
The spread of online advertising and the emergence of new digital marketing practices have led to a necessary update of corporate content in recent years. Exploring the potential of new media, many brands have managed to expand their narratives and engage audiences with participato |... ⇲
The aim of this paper is to outline the most recurring forms of interaction between Fashion Films and Online Brand Community, starting from an internal research project at IULM University. After having conducted a semiotic analysis of the imageries presented in some Brands’ Fashion |... ⇲
Recommendation Error. Text Density and Sense Enlargement in Vision Pathways in the Age of Algorithms
The essay is intended to be a sociosemiotic reasoning on the potential cultural irradiations that are triggered from a phenomenon of internal défaillance in the recommendation systems used by film streaming platforms. At first, the functioning of the recommendation algorithm |... ⇲
ISSN 1724-7810 | DOI: 10.12977/ocula
Since 2019 Ocula is ranked as a class A journal by ANVUR for Research Area 10/C1 and 11/C4.
Ocula adheres to the principles of Budapest Open Access Initiative (BOAI)
Ocula is indexed by Directory Open Access Journal (DOAJ) and Google Scholar
The content on this site is licensed under Creative Commons (BY-NC-ND)
Since 2019 Ocula is ranked as a class A journal by ANVUR for Research Area 10/C1 and 11/C4.
Ocula adheres to the principles of Budapest Open Access Initiative (BOAI)
Ocula is indexed by Directory Open Access Journal (DOAJ) and Google Scholar
The content on this site is licensed under Creative Commons (BY-NC-ND)