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Gulnara Z Karimova
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International Journal of Journalism and Mass Communication

Defining advertising: A carnivalesque perspective

Gulnara Z. Karimova

Accepted 18 April, 2014.

Citation: Gulnara ZK (2014). Defining advertising: A carnivalesque perspective. Int. J. J. Mass Commun. 1(1): 002-010.

Copyright: © 2014 Gulnara Z. Karimova. This is an open-access article distributed under the terms of the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are cited.

Using the concepts of literary criticism advanced by Mikhail Bakhtin, this paper provides an alternative methodology for reading advertising text and demonstrates how carnival culture is incorporated advertising texts, such as an on-line commercial for JBS Men’s underwear, and print advertisements for Glassing Sunglasses and Mattel-Scrabble. Carnivalesque analysis suggests that advertising has always been part of popular culture and is influenced by earlier carnivalesque forms. When analyzed within the carnivalesque framework, advertising text can be understood not only in terms of a cultural narrative reproducing the capitalist social order, but also running counter to dominant capitalist ideology. This paradox has an important implication on how one perceives and defines advertising.

Keywords: Advertising, Bakhtin, carnival, laughter, popular culture