The transposition of myths it the intertextuality between Cinema and Advertising: a semiological analysis of Pornochanchada, campaign of Chilli Beans^*

Abstracts

The symbolic character became decisive for current consumption. In this phenomenon, becomes important the role of agents such as advertising, which prominently calls for the symbolism of myths played in their messages, usually built on intertextuality that appropriates and modifies meanings imported from various languages, among them the Cinema. This feature appears clearly in a campaign of Chilli Beans, inspired in pornochanchada. Through barthesian semiology, this paper endeavors to answer how the brand Chilli Beans, through intertextuality, brought to its advertising the myths played in pornochanchada? The results show eroticism as the great mythological narrative in this marriage between advertising and Cinema.

Intertextuality in advertising; Myths; Pornochanchada; Chilli Beans