The canonization process of 1984 film in the advertising field

Authors

  • Tatiana Guenaga Aneas Universidade Federal da Bahia
  • Maria Carmem Jacob Souza Universidade Federal da Bahia

DOI:

https://doi.org/10.4013/fem.2015.171.02

Abstract

This paper traces the dynamics of the consecration of 1984, advertising film that launched the Apple Macintosh. Based on the sociology of Pierre Bourdieu, we analyzed the state of the advertising field and the space of production at the time to ascertain the conditions of social space which made its emergence possible. Through the survey and analysis of contextual data and testimony, we conclude that the place occupied by the film is homologous to positions that can be considered the vanguard of the advertising field, and that the forefront is based mainly on an association between the value of innovation and business effectiveness.

Keywords: advertising, advertising field, advertising film, 1984.

Author Biography

Tatiana Guenaga Aneas, Universidade Federal da Bahia

Doutoranda do Programa de Pós-graduação em Comunicação e Cultura Contemporâneas da Universidade Federal da Bahia. Professora da Universidade Federal de Sergipe, Departamento de Comunicação Social.

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Published

2014-12-22

Issue

Vol. 17 No. 1 (2015): January/April

Section

Articles

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