Narratives of Cultural Values in Romanian Advertising

Abstract

Communication can no longer be defined today without reference to culture, as these both tailor human existence. Spiritual and affective values are embedded in culture and inherent in all types of communication, while people’s identity, emergent in discourse, is defined culturally and communicated in inordinate narratives. More than that, globalization and internationalization make worldwide values merge and define the messages to fit society in continuous transformation. In this context, the present paper looks at the way narratives are structured when they surpass literary genre and migrate to the realm of media and advertising.