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Investigationes Linguisticae

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  Selected: Vol. XV, 2007
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Volume XV, 2007
Table of Contents


Mujeres de Palacio: la jugada con referencias ling├╝├şsticas y culturales de la mujer. Caso de actividad publicitaria de grandes almacenes mexicanos
Mujeres Palacio: the cultural linguistic game with the stereotype of a woman. The case of the advertising campaign for the Mexican department store
Edyta Kwiatkowska-Fary┼Ť, Micha┼é Fary┼Ť

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Source: Investigationes Linguisticae, Volume XV, 2007, pp. 112-128
Category: Full Papers

Language: hiszpański Spanish

English Abstract:

For almost a decade Mexican department stores Palacio de Hierro have been running a media campaign called Soy Totalmente Palacio (I am totally the Palace). It is an image campaign, a novelty in the Spanish-speaking world, underpinned on playing with the linguistic and cultural stereotypes of a woman. The ads gained a broad social resonance and were followed up with a public debate on the image of a woman. The article presents types and ways of using the applied linguistic schemes and analyzes the mechanisms of the successful brand image building thanks to the use of stereotypes.

BibTeX Entry:

@article{ Farys_INVELING15,
 author="Edyta Kwiatkowska-Fary┼Ť and Micha┼é Fary┼Ť",
 title= "Mujeres de Palacio: la jugada con referencias ling├╝├şsticas y culturales de la mujer. Caso de actividad publicitaria de grandes almacenes mexicanos",
 journal="Investigationes Linguisticae",
 volume="15",
 pages="112--128",
 year="2007",
 url="http://inveling.amu.edu.pl/index.php?direct=144" }
     
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