Transgression mythique de l’Éros, du Paradis et de la rêverie et le retour à la réalité dans la publicité télévisée
Mythical Transgression of Eros, Paradise and Dream, and the Return to Reality in Video Advertising

Summary/Abstract: Stemming from the creative imagination, advertising offers the ideal framework for the manifestation of the mythical transgression of Eros, of paradise and of dreaming, transposing the reality of the promoted product beyond time and space. The focus on sensuality enhances the erotic component of advertising, whose message borders on reality and dream, with a sudden relapse into the painful reality. In this paper we propose a semantic and semiotic analysis of Sensodyne toothpaste commercial, which combines medical references and the erotic effect. As part of this, we seek to identify the presence of the Eros myth in advertising in the form of a sensual story which promises, at the beginning, a fantastic romance. The sudden return to reality marked by the dental sensitivity at cold makes the erotic dream fail.

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