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    STUDIA PHILOLOGIA - Issue no. 2 / 2000  

  Abstract:  This essay tries to investigate ways in which approaches to ôreadingö advertisments have been historically located within those wider debates about popular culture. In particular, it examines the ways in which a reductive notion of populism has more recently emerged at the centre of critical debates. Advertising is undoubtedly the most symptomatic phenomenon of contemporary culture as it reflects the society by reinforcing the image that society projects of itself, more often a positive image in which it tends to indulge.  
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