This paper takes its cue from research into the significance of consumption in adolescence. Specifically, the results of the research in question are presented in relation to the role and the significance of fashion in the choice and the purchase of articles of clothing by adolescents. Fashion, viewed more as "chosen product of the peer group to which the adolescent belongs" (a sign) than a brand name, represents a fundamental reference element, especially in the pre-adolescent phase. It is a support which qualifies itself as a point of reference at the time when a strong emergence of an urge for separation from the family emerges, but at the same time individual identity has not yet been defined. However, in the space between the need for distinguishing oneself from the family and at the same time the need for confirmation of a reassuring link, adolescents form various identifications and rely on various referents. In this context, fashion does not appear unique, just as there does not exist a single model to base oneself on, appearing rather as a structure with a number of different identifications cohabiting inside. The different articles of clothing (in the realm of fashion) call onto the scene different identifications and different referents. It is from precisely the interception of this process that indications emerge for identifying the criteria on which the adolescent mosaic is structured, what their references are and how they adapt to the process of choice.
This paper presents an approach to symbolic jingle analysis. The technique is based on the concept that music plays an important part in deciding the emotional charge of an advertising message, not only reinforcing it but also giving it an exclusive emotional character. It is therefore important to ensure that the evocative content of the jingle, ie. the constellation of affective meanings it calls to the mind of the person receiving the message, are consistent with the symbolic structure of the product and its brand and with the objective of the communication strategy. The jingle analysis technique illustrated is basically an associative technique, based on theoretical concepts drawn from new orientations in psychoanalysis. After presenting . these concepts the paper covers two applications of the technique/ the choice of a jingle designed for a food product message from a set of three, and the analysis of the extent to which the music in a detergent commercial is consistent with the product.