Advertising photography under a dialogic perspective

Detalhes bibliográficos
Autor(a) principal: Pinto, Timoteo Salgado Pereira
Data de Publicação: 2022
Outros Autores: Guimarães, Heitor Fredman Ramos Frutuoso
Tipo de documento: Artigo
Idioma: por
Título da fonte: Revista Agulhas Negras
Texto Completo: http://www.ebrevistas.eb.mil.br/aman/article/view/8120
Resumo: The Brazilian Army makes public calls every year in order to fullfil vacancies in many professional areas. The entrance exam to Escola Preparatória de Cadetes do Exército (EsPCEx) is one of them. The objective of this article is to investigate the use of the discursive genre advertising photography as an informational tool as well as its effective range. Also, to analyze the receiver's view on the matter, in other words, how photography dialogues with the readers. The study was carried out upon the framework of Mikhail Bahktin’s circle and used a dialogical perspective. The research surveyed 370 cadets - male and female, with ages ranging from 18 to 24 years old - from Agulhas Negras Military Academy (AMAN) Basic Course (1st Year). Two pieces of advertisement were presented to the cadets as well as a questionnaire via Google Forms, which consisted of 13 questions (open-ended and closed-ended) that covered the following variables: theme, compositional shape, evaluative tone and presumed reader.  The verb and visual elements were found very important for the composition of meaning. The change of the picture of a man for the one of a woman triggered perceptions that went beyond the male and female genders.
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spelling Advertising photography under a dialogic perspectiveFotografia Publicitária sob uma Perspectiva DialógicaMilitaryAdvertisingPhotographyDiscursive genreVisual-verbMilitarPropagandaFotografiaGênero discursivoVerbo-visualEstudos Interdisciplinares sobre Educaçãolinguística aplicadaCiências MilitaresThe Brazilian Army makes public calls every year in order to fullfil vacancies in many professional areas. The entrance exam to Escola Preparatória de Cadetes do Exército (EsPCEx) is one of them. The objective of this article is to investigate the use of the discursive genre advertising photography as an informational tool as well as its effective range. Also, to analyze the receiver's view on the matter, in other words, how photography dialogues with the readers. The study was carried out upon the framework of Mikhail Bahktin’s circle and used a dialogical perspective. The research surveyed 370 cadets - male and female, with ages ranging from 18 to 24 years old - from Agulhas Negras Military Academy (AMAN) Basic Course (1st Year). Two pieces of advertisement were presented to the cadets as well as a questionnaire via Google Forms, which consisted of 13 questions (open-ended and closed-ended) that covered the following variables: theme, compositional shape, evaluative tone and presumed reader.  The verb and visual elements were found very important for the composition of meaning. The change of the picture of a man for the one of a woman triggered perceptions that went beyond the male and female genders.O Exército Brasileiro lança anualmente editais públicos para o preenchimento de vagas para diversas áreas profissionais. Um deles é o concurso para a Escola Preparatória de Cadetes do Exército (EsPCEx). Este artigo tem por objetivo investigar o uso do gênero discursivo fotografia publicitária como ferramenta de informação e seu efetivo alcance. Pretende-se ainda verificar a visão do receptor desse enunciado, ou seja, como a fotografia dialoga com os leitores. O estudo foi elaborado sob a ótica do Círculo de Mikhail Bakhtin utilizando uma perspectiva dialógica. Participaram da pesquisa 370 cadetes dos sexos masculino e feminino, com idades entre 18 e 24 anos, oriundos do Curso Básico (primeiro ano) da Academia Militar das Agulhas Negras (AMAN). Duas peças de propaganda foram apresentadas e, como instrumento de coleta de dados, foi utilizado um formulário Google com 13 perguntas fechadas e abertas contemplando as seguintes variáveis: tema, forma composicional, tom valorativo e leitor presumido. Identificou-se que os elementos verbo-visuais são importantes para a composição do sentido, de tal maneira que a alteração da figura de um homem pela de uma mulher desencadeou percepções que foram além dos gêneros masculino ou feminino.Academia Militar das Agulhas Negras2022-02-15info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado pelos parestextopeer-reviewedapplication/pdfhttp://www.ebrevistas.eb.mil.br/aman/article/view/8120Revista Agulhas Negras; v. 6 n. 7 (2022): REVISTA AGULHAS NEGRAS; 24-38Revista Agulhas Negras; Vol. 6 Núm. 7 (2022): REVISTA AGULHAS NEGRAS; 24-38Revista Agulhas Negras; Vol. 6 No. 7 (2022): REVISTA AGULHAS NEGRAS; 24-382595-1084reponame:Revista Agulhas Negrasinstname:Academia Militar das Agulhas Negras (AMAN)instacron:AMANporhttp://www.ebrevistas.eb.mil.br/aman/article/view/8120/7908Copyright (c) 2022 Timoteo Salgado Pereira Pinto, Heitor Fredman Ramos Frutuoso Guimarães (Autor)https://creativecommons.org/licenses/by/4.0info:eu-repo/semantics/openAccessPinto, Timoteo Salgado Pereira Guimarães, Heitor Fredman Ramos Frutuoso2023-02-24T18:27:50Zoai:meiramattos.eceme.ensino.eb.br:article/8120Revistahttp://www.ebrevistas.eb.mil.br/amanPUBhttp://www.ebrevistas.eb.mil.br/aman/oaifreire.jo@eb.mil.br || barros.arlindo@eb.mil.br2595-10842595-1084opendoar:2023-02-24T18:27:50Revista Agulhas Negras - Academia Militar das Agulhas Negras (AMAN)false
dc.title.none.fl_str_mv Advertising photography under a dialogic perspective
Fotografia Publicitária sob uma Perspectiva Dialógica
title Advertising photography under a dialogic perspective
spellingShingle Advertising photography under a dialogic perspective
Pinto, Timoteo Salgado Pereira
Military
Advertising
Photography
Discursive genre
Visual-verb
Militar
Propaganda
Fotografia
Gênero discursivo
Verbo-visual
Estudos Interdisciplinares sobre Educação
linguística aplicada
Ciências Militares
title_short Advertising photography under a dialogic perspective
title_full Advertising photography under a dialogic perspective
title_fullStr Advertising photography under a dialogic perspective
title_full_unstemmed Advertising photography under a dialogic perspective
title_sort Advertising photography under a dialogic perspective
author Pinto, Timoteo Salgado Pereira
author_facet Pinto, Timoteo Salgado Pereira
Guimarães, Heitor Fredman Ramos Frutuoso
author_role author
author2 Guimarães, Heitor Fredman Ramos Frutuoso
author2_role author
dc.contributor.author.fl_str_mv Pinto, Timoteo Salgado Pereira
Guimarães, Heitor Fredman Ramos Frutuoso
dc.subject.por.fl_str_mv Military
Advertising
Photography
Discursive genre
Visual-verb
Militar
Propaganda
Fotografia
Gênero discursivo
Verbo-visual
Estudos Interdisciplinares sobre Educação
linguística aplicada
Ciências Militares
topic Military
Advertising
Photography
Discursive genre
Visual-verb
Militar
Propaganda
Fotografia
Gênero discursivo
Verbo-visual
Estudos Interdisciplinares sobre Educação
linguística aplicada
Ciências Militares
description The Brazilian Army makes public calls every year in order to fullfil vacancies in many professional areas. The entrance exam to Escola Preparatória de Cadetes do Exército (EsPCEx) is one of them. The objective of this article is to investigate the use of the discursive genre advertising photography as an informational tool as well as its effective range. Also, to analyze the receiver's view on the matter, in other words, how photography dialogues with the readers. The study was carried out upon the framework of Mikhail Bahktin’s circle and used a dialogical perspective. The research surveyed 370 cadets - male and female, with ages ranging from 18 to 24 years old - from Agulhas Negras Military Academy (AMAN) Basic Course (1st Year). Two pieces of advertisement were presented to the cadets as well as a questionnaire via Google Forms, which consisted of 13 questions (open-ended and closed-ended) that covered the following variables: theme, compositional shape, evaluative tone and presumed reader.  The verb and visual elements were found very important for the composition of meaning. The change of the picture of a man for the one of a woman triggered perceptions that went beyond the male and female genders.
publishDate 2022
dc.date.none.fl_str_mv 2022-02-15
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Avaliado pelos pares
texto
peer-reviewed
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://www.ebrevistas.eb.mil.br/aman/article/view/8120
url http://www.ebrevistas.eb.mil.br/aman/article/view/8120
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv http://www.ebrevistas.eb.mil.br/aman/article/view/8120/7908
dc.rights.driver.fl_str_mv Copyright (c) 2022 Timoteo Salgado Pereira Pinto, Heitor Fredman Ramos Frutuoso Guimarães (Autor)
https://creativecommons.org/licenses/by/4.0
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2022 Timoteo Salgado Pereira Pinto, Heitor Fredman Ramos Frutuoso Guimarães (Autor)
https://creativecommons.org/licenses/by/4.0
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Academia Militar das Agulhas Negras
publisher.none.fl_str_mv Academia Militar das Agulhas Negras
dc.source.none.fl_str_mv Revista Agulhas Negras; v. 6 n. 7 (2022): REVISTA AGULHAS NEGRAS; 24-38
Revista Agulhas Negras; Vol. 6 Núm. 7 (2022): REVISTA AGULHAS NEGRAS; 24-38
Revista Agulhas Negras; Vol. 6 No. 7 (2022): REVISTA AGULHAS NEGRAS; 24-38
2595-1084
reponame:Revista Agulhas Negras
instname:Academia Militar das Agulhas Negras (AMAN)
instacron:AMAN
instname_str Academia Militar das Agulhas Negras (AMAN)
instacron_str AMAN
institution AMAN
reponame_str Revista Agulhas Negras
collection Revista Agulhas Negras
repository.name.fl_str_mv Revista Agulhas Negras - Academia Militar das Agulhas Negras (AMAN)
repository.mail.fl_str_mv freire.jo@eb.mil.br || barros.arlindo@eb.mil.br
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