Advertising has played an increasingly relevant role in raising awareness of social problems
via institutional campaigns. In the phenomenon of domestic violence, most institutional …

The need for the message sender to take the Other into account is of paramount importance
in every communicative process. Only by establishing some sort of proximity—if only a …

A publicidade encontrou, nos novos meios digitais, oportunidades e desafios. Nessas
formas de comunicar, reconhecemos complexidade, variedade, aumento do imediatismo e …

Abstract [eng] The study" Resemiotization of Multimodal discourse: IKEA Advertising"
examines the multimodal discourse of advertising, which actualises intertextuality, and …

This paper provides a theoretical semiotic framework for analysing intertextuality in
multimodal advertising discourse. Drawing on Lotman's cultural semiotics, this article claims …