Joan W. Scott y Eva Illouz en la agencia de publicidad. Aportaciones para el análisis de la noción de experiencia en el discurso publicitario

Abstract

This article examines the content and scope of the term experience, as it is used in the discourse of advertising, based on the contributions of the feminist historian Joan W. Scott and the sociologist of emotions Eva Illouz. An exercise of disciplinary transposition is performed, which enables the definition of an interpretive framework with which to elucidate how emotions are effectively linked to the latest trends in advertising or in other words, how the construction of identities takes place by means of consumption experiences.