L’ANALYSE DE L’ICONOTEXTE PUBLICITAIRE DANS LA PUBLICITÉ DE LA FIRME ESTÉE LAUDER RÉALISÉE POUR LE PARFUM PLASEURES DELIGHT

Abstract

Some of the contemporary perfume advertisers succeeded to impress consumers with the creation of print advertisements, in which consumers can distinguish themes and motifs from: popular stories, fantastic stories or the mythology. In what follows we shall present an analysis of the advertisement for the Estée Lauder perfume called “PLEASURES DELIGHT”, an advertisement where we can distinguish motifs from stories or from the mythology. Our investigative effort tries to test if the theories of Vladimir Propp and Mircea Eliade are useful in the practice of advertisement analysis. The investigation will focus on both the textual component and the iconical component of the selected perfume advertisement.

Keywords

• Advertising analysis
• iconical component
• M. Eliade
• motifs
• mythology
• story
• textual component
• themes
• V. Propp.