Symbolic dimension of consumption: Analysis of the representation of the "fullness" in advertising television announcements

Abstract

This article is based on an investigation research developed last year, which consisted in the recognition of the importance that has for every consumer the symbolic value that this one attributes to a product in the moment to carry out a purchase process. The study was constituted basically by an analysis of the resources that advertising announcements use to use in order to represent complex concepts (precisely: "fullness"), managing to motivate the potential consumer towards the acquisition of the product or service announced.
The central aim was the detection of the principal subject matters and needs raised by the spots, the visual and auditory elements placed in them, as well as the ones related with the context and the protagonists mainly used to refer that concept. Likewise, this study tried to generate a reconstruction of the way that every advertisement manages to associate the product that it promotes with the obtaining of the fullness, dividing from a lacking person (which unsatisfied need does not fit with that ones that can be satisfied by the promoted good from its functional characteristics).
Hereby this work pretended to reveal the connection between the marketing and its tools on the one hand, and the deepest needs of the man, in the other. Likewise, bearing in mind the great persuasive power that characterizes advertising announcements, it is proposed a critical reflection related to the responsibility we have as professionals creating expectations in consumers.