Mitos y fantasmagorías de la individualidad. Iconografía de un nuevo fin de siglo en la campaña publicitaria de J&B.

Abstract

Although the current advertising tendencies show certain hegemony of image, the verbal reference continues to be essential to the understanding of the meaning. The advertising campaign of J&B employes a minimal part of text based on a picture which represents the idea graphically by defining the unicity of the advertised product, as the slogan says -"The only one that is unique"-, suggesting different senses of a concept of individuality settled with a hybridization between the set of images of today and the iconography from the past.