Materialidades discursivas persuasivo-nostálgicas na publicidade

• Autor(a) principal: Carvalho, Richarles Souza de
• Data de Publicação: 2016
• Tipo de documento: Tese
• Idioma: por
• Título da fonte: Repositório Universitário da Ânima (RUNA)
• Texto Completo: https://repositorio.animaeducacao.com.br/handle/ANIMA/3437
• topic: Discurso; Materialidades persuasivo-nostálgicas; Publicidade; Análise do discurso; Memória coletiva; Nostalgia; Retrô (estilo)

We can perceive in the contemporary advertising scenario the presence of verbal and non-verbal texts related to styles and movements of past decades – sometimes other centuries. These manifestations are discursive materialities that are usually designated as retro, vintage or traditional. Such texts have in common the fact that they appeal to a nostalgic scenography towards the necessary persuasion for their success. Packages, beer labels, images on margarine tubs etc. are commercialized with verbal and non-verbal traces of past decades; all of them are representations of nostalgic persuasion. The general objective of this doctoral research is: To investigate how contemporary discourse of advertising uses persuasive and nostalgic materialities on the promotion of products, institutions and people. Readings from several areas were done: Advertising, Sociology, Discourse Analysis etc. Different notions were studied, for example: Maingueneau (2007; 2008) and Sarfati (2010) about Discourse Analysis; Achard (2007), Huyssen (2000), Orlandi (2005) and Pêcheux (2007) about discursive memory; Halbwachs (2006) and Wertsch (2010) about collective memory; Maingueneau (2014; 2015) about discursive ethos; Cook (2001) and Goddard (2002) about advertising. The analyzed advertisements were the following: an advertising campaign for retro kitchen appliances; a chef‘s website; a restaurant menu; the advertising campaign ―No mundo de hoje, tudo envelhece muito rápido‖; the website and the webseries of an educational institution. After an interpretative analysis of the advertisements, some results can be shown: i) discursive materialities which are related to the past usually have exquisite and fine values; ii) nostalgia is a persuasive aggregative element, working for contemporary advertising; because of it, some materialities can be nominated as persuasive-nostalgic ones; iii) there is an indistinct use of the expressions retro, vintage and traditional; iv) memory and discursive ethos are elements strongly constructed in persuasive-nostalgic scenography.