Figurative Reconstruction in Food and Healthcare Advertising

Abstract

The chapter reflects a series of resignifications and major structural alterations of traditional symbolic elements, which presently are assigned with a new value according to a new urban lifestyle. The ideas that construct the chapter represent the result of observations upon various symbolic elements that young generations either no longer decode or decode in a very different manner, compared with the traditional interpretation. Symbolic reinterpretations occur with regard to the advertising domain, as well as to food consumption and health. If these new reconstructions and symbolic interpretations remained only at the level of ideas and advertising campaigns, without drastically influencing significant part of our daily choices, diet, lifestyle and health, we would not feel the need to challenge and follow the evolution of this phenomenon carefully. In return, as individuals’ perceptions and goods consumption are directly influenced by the structural changes of the current symbolic communication, it becomes compelling to reflect upon these aspects.