Οι γλωσσικές απεικονίσεις της οικονομικής κρίσης στον ελληνικό διαφημιστικό λόγο – Ενδεικτικές αναπαραστάσεις σημερινών νηπίων και παιδιών

Abstract

This paper examines linguistic representations of the financial crisis in Greece that began to affect the country seriously since 2009, and in particular after the country’s accession to the regime of socalled «Memorandum of Cooperation». It focuses on a variety of commercials broadcasted and aired on radio and TV channels and the internet. Μοre particularly, the paper examines the ways different situationist contexts connected with the economic recession in Greece and harsh austerity measures affected the design and production of advertisements. Furthermore, we analyze the strategies followed in various advertisement’s texts, in the way they organize and rebuilt the social – economic reality, in order to ensure the acceptability of the advertised messages by the wider public. Indicatively, we present representations of infancy and childhood as discovered in current «crisis advertisements». The analysis suggests that consumer products emerge as the panacea of the serious economic problems of citizens/consumers, and this is organized in instances of a preplanned «spontaneous» speech. This kind of discourse when not ignoring completely reality, it deconstructs it and on occasions it reconstructs reality by projecting the benefits presented with the advertised goods. We conclude that between social contexts and the creatives there is a constant interaction referring to the difficult experiences of the actual citizens. This results to the transformation of human experiences turning the public towards consumer goods. These material goods are supposed to heal the pain and deprivation caused by the overall financial crisis.