Values and their communication in the advertising discourse
Values and their communication in the advertising discourse

FMCG’s

Summary/Abstract: The advertising discourses of various categories of products – in this paper, FMCG’s (carbonated drinks, coffee specialties, chocolate bars) – use universal and operational values to appeal to the consumers. The actualisation in the advertising discourse of these values, present in the cultural and social broad context of the target audience of a certain category, with a high degree of coherence along the discourse, can stimulate a series of its effectiveness indicators (credibility, acceptability, memorability, intent of purchase and brand preference). This research focused on advertising discourses used between June 2013 and June 2015 by nine brands evolving in three commercial categories and on a target audience defined by age (18 to 35 years old) and localisation (urban, Romania). The results show that the cultural source of the meanings present in the advertising discourse can be determined a priori, before starting the creative work. The signification decanted from the cultural context of the consumer can be defined as the raw material that has to be used in the advertising discourse in order to positively influence its effectiveness indicators.

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