The narrative structure of the advertising boasts a variety of actions and situations, characters and environments, behaviors and words: a variety of scenic exhibited at the event, in what appears to us so superficially. Instead, the deeper layers are built through constant narration.
constants expressing repetition of events, common grammar. How
say: behind the complexity of advertising there is a simplicity of form, a structure through celebrations.
Behind the complexity lies in its simplicity: Let's see it in the practice of semiotic analysis.
notice how the basic components of the spot Fruttolo are limited in number and related to the functions of the story.
The tale is a course of events that begins with damage to, or departure manque (lack of, deprivation).
Fruttolo part in these terms: the child-protagonist, the hero of the story, it is deprived of the chance to play pirates (la manque) to dress up like them, that is to come part of the peer group. Why? Because it is small! And its inadequacy is openly expressed antagonism - the highest child dressed as a pirate - who does not hesitate to oppose the request for the game's look "from top to bottom" indicator supreme court: Too small to make the Pirate!
The antagonist is, in fact, fairy tales, the character who hurts, persecutes the hero. The antagonist order the ban.
So Hero, Manque, antagonist and Prohibition.
Here Mediation: the authoritative person - in this ad the cow, symbol of Fruttolo - becoming donors, the task of making magical means. So
: Mediation and donors.
Another constant figure of the tale, and endorsed by Fruttolo communication, is the aide, whose action is to relate the hero with the magical means, in helping him to get the union object of desire (part of the peer group).
And here's the magic tool, provided dall'Aiutante. "With that the hero loses all outward importance: he does not do anything personally, is the assistant that takes care of everything, "says Propp.
Finally the Return of the Hero, which usually occurs in the same manner and actions came. Only the triumphant return is: it marks the junction, through magical means, the object of desire. In
Fruttolo the bucket over his head becomes a sign of being a qualifying-grown, he has acquired the skills through the magic tool (product components).
Finally, the Penalty! The sanction is recognition by the community, the task performed: the Hero is recognized in his role, also identified by special mark (the bucket on his head) for having performed a difficult task.
The Hero will now be rewarded, not only he will no longer forbid the Pirate! but - by virtue of its jurisdiction and the Transfiguration (transformation through signs that indicate his being hero) - assurgerà hours to the role of Captain!
behind the complexity, then, lies the simplicity of the story.
the fairy tale that translates into action the "meaning of life."
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