Revista Digital Universitaria
Revista Digital Universitaria ISSN: 1607 - 6079 | Publicación mensual | 1 de julio de 2013 vol.14, No.7


The advertising announcements deposit takers of the social normalization

Georgina Sánchez Medrano

This article wishes to highlight that advertisements are not media which give orders to the recipients, and that they do not comply immediately. But that advertisements are a product of the culture that makes, and therefore are "containers" of habits and customs that are already in it and help to maintain. The share of advertising in social normalization is a process that involves aspects that relate to each other and depend on each other.

In this paper a theoretical proposal on the social normalization by commercials, starting from the theory of speech acts, by J. L. Austin and proposes discursivisation enunciation and connectors between them as processes.

Keywords: Advertising announcement; performance; normalization; culture; semiotics.