Criação publicitária em tempos de cibercultura: usos da linguagem em busca da sensibilização do consumidor

Abstract

This study seeks to understand how the language of cyberculture has an influence on advertising creation and the reasons why advertisers appropriate it in favor of persuasion. To support this perspective, this work has a bibliographic research, which addresses topics such as cyberculture, advertising creation and the language of advertising, where the necessary theoretical basis for the development of the study and the raising of arguments for this approach is found. This work also has semiological analysis of campaigns and advertisements in which the appropriations of signs from cyberculture are presented as a fundamental part of its discourse. We can also see the emergence of metalanguage as part of appropriation. We conclude that advertising creation is an activity that requires knowledge of society's culture and target audience. The use of signs known by the public that consumes your ads facilitates in capturing their attention, identification, and, consequently, in persuasion. For this reason, with the expansion of cyberculture, its signs also become part of the language in advertising, making it more modern, increasing the cultural repertoire of creatives and as forms of expression of creativity. [resumo fornecido pelo autor]