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Treball De Fi De Màster De Recerca COMPARACIÓN DE VALORES SIMBÓLICOS EN LOS DISCURSOS PUBLICITARIOS DE PERFUME PARA HOMBRES Y

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Treball De Fi De Màster De Recerca COMPARACIÓN DE VALORES SIMBÓLICOS EN LOS DISCURSOS PUBLICITARIOS DE PERFUME PARA HOMBRES Y Treball de fi de màster de Recerca COMPARACIÓN DE VALORES SIMBÓLICOS EN LOS DISCURSOS PUBLICITARIOS DE PERFUME PARA HOMBRES Y MUJERES Nom I Cognoms: Anastasia Kulyagina Màster: Estudis del Discurs: Comunicació, Societat i Aprenentatge EdiCió: 2019-2020 DireCtor: Dr. F. Xavier Ruiz Collantes Any de deFensa: 2020 Col·leCCió: Treballs de Fi de màster Departament de TraduCCió i CiènCias del Llenguatge Resumen Este trabajo estudia la representación de los valores simbólicos en los spots de perfume femenino y masculino. La publicidad de fragancia constituye global, por tanto, se puede observar la evolución de los valores que se refieren a los hombres y a las mujeres a nivel internacional. Para llevar a cabo este estudio se han elegido veinte anuncios publicados en la plataforma digital YouTube entre 2017 y 2020. Tras analizarse el esquema narrativo de los spots, los valores que se transmiten y las metáforas tanto visuales como narrativas, se pueden determinar los patrones recurrentes para ambos tipos de anuncios. Se destacan los valores tradicionales en la imagen de mujer y hombre, pero también, se observan los estereotipos de género que se transforman. Sin embargo, por lo general la narrativa del spot tanto femenino como masculino se basa en los conceptos del poder o libertad, aunque estos se adaptan de una manera distinta dependiendo de género. Palabras clave: discurso publicitario, spot de perfume, narrativa, valores, metáfora, hombre, mujer. Abstract This paper studies the representation of the symbolic values in the spots of feminine and masculine perfume. Fragrance spots constitute global advertising, therefore, one can see the evolution of the values that refer to men and women in an international level. Twenty spots, which were published between 2017 and 2020 in the digital platform YouTube, were chosen to carry out this study. After analysis of the narrative scheme, the instilled values, visual and narrative metaphors, recurring patterns for the female and male spots can be determined. One can stand out the presence of traditional values in the image of both men and women, but also there are some patterns of the change of gender stereotypes. Nevertheless, in general the narrative of female and male fragrance is based on the concepts of power or liberty, although they are adapted in a different manner depending on the gender. Key words: advertising discourse, perfume spot, narrative, values, metaphor, man, woman. 2 Índice 1. INTRODUCCIÓN ................................................................................................................................ 7 2. ESTADO DE LA CUESTIÓN Y MARCO TEÓRICO ........................................................................ 9 2.1 PUBLICIDAD ....................................................................................................................................................................... 9 2.2 NARRATIVA ..................................................................................................................................................................... 11 2.3 VALORES ......................................................................................................................................................................... 12 2.4 METÁFORA ...................................................................................................................................................................... 17 2. OBJETIVOS ....................................................................................................................................... 19 4. CORPUS ............................................................................................................................................. 21 4. METODOLOGÍA ............................................................................................................................... 23 6. RESULTADOS ................................................................................................................................... 25 6.1 EL ESQUEMA NARRATIVO ................................................................................................................................................ 25 6.1.1 Dislocación ..................................................................................................................................................................................... 25 6.1.3 Competencia ................................................................................................................................................................................... 27 6.1.4 Ejecución ........................................................................................................................................................................................ 29 6.1.5 Sanción ........................................................................................................................................................................................... 30 6.2 VALORES FUNDAMENTALES DE LA NARRACIÓN .............................................................................................................. 31 6.3 LA IMAGEN DEL PROTAGONISTA: ................................................................................................................................... 36 6.4 METÁFORAS .................................................................................................................................................................... 37 7. CONCLUSIONES .............................................................................................................................. 39 8. APORTACIONES Y LIMITACIONES ............................................................................................. 44 9. ANÁLISIS .......................................................................................................................................... 45 9.1 CAROLINA HERRERA, GOOD GIRL ............................................................................................... 45 9.1.1 EL ESQUEMA NARRATIVO ............................................................................................................................................. 45 9.1.1.1 Dislocación .................................................................................................................................................................................. 47 9.1.1.2 Contrato ....................................................................................................................................................................................... 47 9.1.1.3 Competencia ................................................................................................................................................................................ 48 9.1.1.4 Ejecución ..................................................................................................................................................................................... 48 9.1.1.5 Sanción ........................................................................................................................................................................................ 49 9.1.2 VALORES FUNDAMENTALES DE LA NARRACIÓN ........................................................................................................... 49 9.1.3 METÁFORAS ................................................................................................................................................................. 51 9.2 CAROLINA HERRERA, BAD BOY .................................................................................................... 52 9.2.1 EL ESQUEMA NARRATIVO ............................................................................................................................................. 52 9.2.1.1 Dislocación .................................................................................................................................................................................. 54 9.2.1.2 Contrato ....................................................................................................................................................................................... 54 9.2.1.3 Competencia ................................................................................................................................................................................ 54 9.2.1.4 Ejecución ..................................................................................................................................................................................... 55 9.2.1.5 Sanción ........................................................................................................................................................................................ 55 9.2.2 VALORES FUNDAMENTALES DE LA NARRACIÓN ........................................................................................................... 55 9.2.3 METÁFORAS ................................................................................................................................................................. 57 9.3 GIORGIO ARMANI, SÌ ....................................................................................................................... 58 9.3.1 EL ESQUEMA NARRATIVO ............................................................................................................................................
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