Advertising and Autobiographical Discourse

Abstract

In her article "Advertising and Autobiographical Discourse" María Ángeles Rodríguez Fontela sketches a poetics of advertising in autobiographic discourse working from a selection of narrative and autobiographical spots. Emphasized in her narratological study is the contraction of retrospective temporality, the domination of the proleptic construction of the "I," the ellipsis in the outcome, the iterative and archetypical character of the narrated episodes, the confidential tone of the narrative voice, and the mythical projection of the narrated story. Rodríguez Fontela analyzes in selected television advertisements the ironic, comic, and parodic effects which show the hybridization of genres and the rhetorical function of the different models of identification between spectator and actor.