Elsa Simoes
@ufp.pt
Faculty of Human and Social Sciences
University Fernando Pessoa
ELSA SIMÕES IS an Associate Professor at Fernando Pessoa University, Portugal, where she has been teaching since 1992. She holds a PhD in Linguistics (Lancaster University). She researches online and traditional advertising and journalistic discourse, digital marketing communication, influencer marketing, discursive strategies in online discussion forums, influencer marketing, social media advertising, multimodality and inter-semiotic translation.
EDUCATION
Lancaster University
University of Porto
RESEARCH, TEACHING, or OTHER INTERESTS
Communication, Linguistics and Language, Literature and Literary Theory, General Social Sciences
Scopus Publications
Scholar Citations
Scholar h-index
Scholar i10-index
Scopus Publications
Paulo Ribeiro Cardoso, Elsa Simões Lucas Freitas, and Clara Pereira Lopes
Universidad de la Sabana
Elsa Simões Lucas Freitas
Informa UK Limited
Abstract The main purpose of this article is to study the way in which the same concept is conveyed in different media involved in the advertising campaign for a given product or service, considering advertisements as semiotic entities and thus translation as an intersemiotic process. Three sets of recent Portuguese campaigns are analyzed, which include television, magazine and radio advertisements. The article demonstrates that some elements can be kept in an almost unchanged form, whereas others have to be altered to achieve similar effect. The ads conveyed by different media strive for an effect of equivalence in their results, making the most of whatever resources the specific languages can offer. Detailed analysis of the advertisements also shows that the meaning of the advertising texts, i.e. the main concept of the campaign, is construed by the viewer in an integrated way, as part of a whole discourse in which the media has a complementary function.