PUBLICITATEA CA DISCURS CULTURAL DINSPRE CERCETAREA ACADEMICĂ SPRE PRACTICA PUBLICITARĂ

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This paper explores how Romanian advertising discourse builds its effectiveness by integrating cultural values ​​shared by the audience. Starting from the hypothesis that advertising is not only an economic mechanism, but also a cultural one, the research demonstrates that advertisements succeed in convincing when they explicitly value socially recognized and accepted meanings. The analysis combines semiotic and statistical tools to show how operational (category-related) and universal (fundamental human experiences) values ​​function as the “raw material” of advertising messages. The results indicate that the effectiveness of advertisements depends on the coherence between these values ​​and the cultural context of the audience, thus making advertising a space for negotiating meanings between the brand and society.
Through this analytical framework, the research confirms that advertising is more than a simple sales vehicle: it is a “cultural chameleon”, capable of reflecting and shaping the values ​​of a community. In this sense, the paper offers both a practical tool for communication professionals and a relevant theoretical perspective for understanding the interaction between culture and consumption.