“CUTENESS” (“KAWAII”) AS “MYTH” IN JAPANESE ADVERTISING DISCOURSE

Cuteness (kawaii) as myth in Japanese advertising discourse. In the present article we intend to explore the values of “cute” as social and cultural artefact depicted in Japanese print advertisements. Like any other discourse, advertising has as a starting point that corresponds to the form, which,...

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Autor principal:	Oana-Maria BÎRLEA
Formato:	Artigo
Lenguaje:	Alemão
Publicado:	Cluj University Press 2020-03-01
Colección:	Studia Universitatis Babeş-Bolyai. Philologia
Materias:	advertising discourse, cultural semiotics, advertising language, kawaii, pop culture, culture as social interaction, myth
Acceso en línea:	http://193.231.18.162/index.php/subbphilologia/article/view/1570
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