READVERTISING. A CONTRIBUTION TO THE AD* CONCEPTS

Abstract

The present research is a contribution to the ad* concepts. It studies the transformations of advertising discourses through the angle of brands’ transformations. This double metamorphosis, considered in a communication and identity point of view, is discussed through the concept of remediation in order to point out the way it structures the ad* concepts and the flow that characterizes them, called readvertizing. This last notion, is studied through the relation it has with reinvested media and with advertising itself, in a reflexive way.