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July 2017
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BRAND: Symbolic Relationships in Advertisements

When talking about advertisements, one would certainly link them to the word “symbol”, as the advertisements prepare for the products that they recommend a rich symbolic life. Since the products are different, the symbolic life should also be creative and different. More than that, this is exactly the reason why symbolism is linked to commerce: because the producers are numerous and their goods similar. So, in order to differentiate their goods, the producers seem to transform them into symbols, to assign values to them.


The paper written by Costin Popescu explains some practices of advertising, mainly: visual symbolic potential stressed by verbal commentaries, product’s icon as part of a network of forms and Iconic network claimed by the brand. All of the explanations contain examples and photos in order to support the opinion. The third section of the article includes the interpretations of Boucheron’s Jaïpur. It was launched in the mid-1990s and generated a lot of discussions. It was compared to a lot of other advertisments and linked to different conceptions. The nutcracker in Cincinnati, on which the four forms dance, and advertising from the 1990s, mainly Coco. L’esprit de Chanel which shows a woman on a pedestal with stairs is brought into discussion.

Concluding, we can observe that the first meaning people establish nowadays when seeing advertisements like these is of sexual nature, but the paper tries to illustrate the difference between the naked body and nude, as there is one. The main idea is that the symbolic appearance of the advertisements may appear different to every single person that sees it, but, still, there are some considerations which generate a lot of other questions, as the area of symbolism still isn’t conquered at all. There are still uncertainties to solve and discussions to have.

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Mihaela Guțu