Discurso da beleza na publicidade digital
Autor(a) principal: | |
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Data de Publicação: | 2008 |
Tipo de documento: | Dissertação |
Idioma: | por |
Título da fonte: | Repositório do Centro Universitário Braz Cubas |
Texto Completo: | https://repositorio.cruzeirodosul.edu.br/handle/123456789/869 |
Resumo: | The new technologies of the information and the knowledge provided the sprouting of a new mean of information: the Internet. Cyberspace, as it is called by many scholars, provoked diverse changes in the scope of social, economic, cultural, ideological relations, among others, therefore it is a way that allows to the interaction and the contact of an individual with the other, of several with several, of few with many, few with few and many with many. The use of this space is reality as media that imposes new forms to see, of being, making, to read, to write, to understand and to interpret the world and what in it encircles us. In this way, all of us were affected, because the techniques are easy to use: to inform, to talk and to surf in the Internet became daily action for many. However to know as it makes this discursive process, as well as its effect of direction in this new support, is very complex. We don’t have it very clear and defined how all the changes had occurred yet and how everything affected and still affect our lives. Today many scholars defend that it must be reinvent advertising discourse and, consequently, how to see, to read and to interpret the advertising. The advertising discourse, some time ago, was made in an authoritarian, manipulating, seductive and rhetorical way of speech, but with the arrival of the Internet the advertising made of one for all, started to construct one another relation that would be the participation of the public in the construction of the proper speech advertising, because currently the support of the Internet provides apparently the freedom of the user choices. Faced with this, this study has for purpose to verify which digital discursive practices and identities, on the female beauty, that emerge of the Dove cosmetic products advertising site and which are their effects of meaning. Analyzing the digital discursive practices and identities in the site, were chosen the analysis of speech of the French school as referential theoretician. The object of this theoretical perspective, established in 1969, in France, for Michel Pêcheux, is the speech, which according to author is understood as a way of effect between speakers. Moreover, the study used authors who had contributed to reflect on the identity in the after-modernity and the advertising in web, such as: Foucault (1977, 1979, 1985, 1990, 1994, 1997, 1999, 2001, 2007) for the identities practices, specifically the techniques of itself, Bauman (1998, 2001, 2005) for the question of the identity in the after-modernity, Lemos (2004) and Lévy (1998, 1999) in which refers to the Internet and Carvalho (1996) for the advertising speech. In the analysis, the functioning of the speech of the beauty was observed as a constructor of feminine selfesteem in consumers statements left in Dove digital section – Consumers statements. Discursive strategies such as the paraphrase and the ambiguity are present for Dove products user to accept its condition of natural beauty, therefore this does not appear in the body, but in the essence and in the values that each person possess. Keywords: Speech. Identity. Beauty. Advertising. Self esteem. |
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Discurso da beleza na publicidade digitalBeauty speech in digital advertisingDiscursoIdentidadeBelezaPublicidadeAuto-estimaCNPQ::LINGUISTICA, LETRAS E ARTES::LINGUISTICAThe new technologies of the information and the knowledge provided the sprouting of a new mean of information: the Internet. Cyberspace, as it is called by many scholars, provoked diverse changes in the scope of social, economic, cultural, ideological relations, among others, therefore it is a way that allows to the interaction and the contact of an individual with the other, of several with several, of few with many, few with few and many with many. The use of this space is reality as media that imposes new forms to see, of being, making, to read, to write, to understand and to interpret the world and what in it encircles us. In this way, all of us were affected, because the techniques are easy to use: to inform, to talk and to surf in the Internet became daily action for many. However to know as it makes this discursive process, as well as its effect of direction in this new support, is very complex. We don’t have it very clear and defined how all the changes had occurred yet and how everything affected and still affect our lives. Today many scholars defend that it must be reinvent advertising discourse and, consequently, how to see, to read and to interpret the advertising. The advertising discourse, some time ago, was made in an authoritarian, manipulating, seductive and rhetorical way of speech, but with the arrival of the Internet the advertising made of one for all, started to construct one another relation that would be the participation of the public in the construction of the proper speech advertising, because currently the support of the Internet provides apparently the freedom of the user choices. Faced with this, this study has for purpose to verify which digital discursive practices and identities, on the female beauty, that emerge of the Dove cosmetic products advertising site and which are their effects of meaning. Analyzing the digital discursive practices and identities in the site, were chosen the analysis of speech of the French school as referential theoretician. The object of this theoretical perspective, established in 1969, in France, for Michel Pêcheux, is the speech, which according to author is understood as a way of effect between speakers. Moreover, the study used authors who had contributed to reflect on the identity in the after-modernity and the advertising in web, such as: Foucault (1977, 1979, 1985, 1990, 1994, 1997, 1999, 2001, 2007) for the identities practices, specifically the techniques of itself, Bauman (1998, 2001, 2005) for the question of the identity in the after-modernity, Lemos (2004) and Lévy (1998, 1999) in which refers to the Internet and Carvalho (1996) for the advertising speech. In the analysis, the functioning of the speech of the beauty was observed as a constructor of feminine selfesteem in consumers statements left in Dove digital section – Consumers statements. Discursive strategies such as the paraphrase and the ambiguity are present for Dove products user to accept its condition of natural beauty, therefore this does not appear in the body, but in the essence and in the values that each person possess. Keywords: Speech. Identity. Beauty. Advertising. Self esteem.As novas tecnologias da informação e do conhecimento proporcionaram o surgimento de um novo meio de comunicação: a Internet. O ciberespaço, como é chamada por muitos estudiosos, provocou diversas mudanças no âmbito das relações sociais, econômicas, culturais, ideológicas, entre outras, pois é um meio que permite a interação e o contato de um indivíduo com o outro, de vários com vários, de poucos com muitos, de poucos com poucos e de muitos com muitos. É realidade o uso desse espaço como mídia que impõe novas formas de ver, de ser, de fazer, de ler, de escrever, de entender e interpretar o mundo e o que nos rodeia. Nesse sentido, todos fomos afetados, pois as técnicas informacionais são fáceis de usar: informar, conversar e navegar na Internet tornou-se ação cotidiana para muitos. No entanto conhecer como se faz esse processo discursivo, bem como seus efeitos de sentido nesse novo suporte, é muito complexo. Não temos ainda muito claras e definidas todas as mudanças que ocorreram e como tudo isso afetou e ainda afeta nossa vida. Hoje muitos estudiosos defendem que se deve reinventar o fazer discursivo da publicidade e, conseqüentemente, a forma como ver, ler e interpretar a publicidade. O discurso publicitário até pouco tempo pautava-se no discurso autoritário, manipulador, sedutor e retórico, mas com a chegada da Internet a publicidade feita de um para todos, passou a construir uma outra relação que seria a participação do público na construção do próprio discurso publicitário. Atualmente o suporte da Internet proporciona, “aparentemente”, a liberdade de escolha do internauta. Diante do exposto, este estudo tem por finalidade verificar quais práticas discursivas digitais e identitárias, sobre a beleza feminina, emergem do site publicitário de produtos cosméticos da Dove e quais são seus efeitos de sentido. Para a análise das práticas discursivas digitais e identitárias presentes no site foi escolhida a análise de discurso da escola francesa como referencial teórico. O objeto desta perspectiva teórica, fundada em 1969, na França, por Michel Pêcheux, é o discurso, segundo o autor, entendido como efeito de sentido entre locutores. Além disso, o estudo utilizou autores que contribuíram para refletir sobre a identidade na pós-modernidade e a publicidade na web, tais como: Foucault (1977, 1979, 1985, 1990, 1994, 1997, 1999, 2001, 2007) para as práticas identitárias, especificamente as técnicas de si, Bauman (1998, 2001, 2005) para a questão da identidade na pós-modernidade, Lemos (2004) e Lévy (1996, 1999) no que tange a Internet e Carvalho (1996) para o discurso publicitário. Na análise observamos o funcionamento do discurso da beleza como construtor da auto-estima feminina em depoimentos deixados na seção Dove digital – Depoimentos. Estratégias discursivas tais como a paráfrase e a ambigüidade se fazem presentes para o usuário dos produtos Dove aceitar sua condição de beleza natural, pois esta não aparece no físico, mas na sua essência e nos seus valores. Palavras-chave: Discurso. Identidade. Beleza. Publicidade. Auto-estima.Universidade de FrancaBrasilPós-GraduaçãoPrograma de Mestrado em LinguísticaUNIFRANMomesso, Maria Regina8973020849570833http://lattes.cnpq.br/8973020849570833Mendes, Mariza Bianconcini Teixeira8610903429977731http://lattes.cnpq.br/8610903429977731Mendonça, Marina Célia0688738118968425http://lattes.cnpq.br/0688738118968425Nunes, Wanderla Corrêa de Paula Nassif2020-07-31T16:45:19Z2020-07-31T16:45:19Z2008info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfNUNES, Wanderla Corrêa de Paula Nassif. Discurso da beleza na publicidade digital. Franca, 2008. 101 f. Dissertação (Mestrado em Linguística) - Universidade de Franca. 2008.https://repositorio.cruzeirodosul.edu.br/handle/123456789/869porinfo:eu-repo/semantics/openAccessreponame:Repositório do Centro Universitário Braz Cubasinstname:Centro Universitário Braz Cubas (CUB)instacron:CUB2020-07-31T16:46:16Zoai:repositorio.cruzeirodosul.edu.br:123456789/869Repositório InstitucionalPUBhttps://repositorio.brazcubas.edu.br/oai/requestbibli@brazcubas.edu.bropendoar:2020-07-31T16:46:16Repositório do Centro Universitário Braz Cubas - Centro Universitário Braz Cubas (CUB)false |
dc.title.none.fl_str_mv |
Discurso da beleza na publicidade digital Beauty speech in digital advertising |
title |
Discurso da beleza na publicidade digital |
spellingShingle |
Discurso da beleza na publicidade digital Nunes, Wanderla Corrêa de Paula Nassif Discurso Identidade Beleza Publicidade Auto-estima CNPQ::LINGUISTICA, LETRAS E ARTES::LINGUISTICA |
title_short |
Discurso da beleza na publicidade digital |
title_full |
Discurso da beleza na publicidade digital |
title_fullStr |
Discurso da beleza na publicidade digital |
title_full_unstemmed |
Discurso da beleza na publicidade digital |
title_sort |
Discurso da beleza na publicidade digital |
author |
Nunes, Wanderla Corrêa de Paula Nassif |
author_facet |
Nunes, Wanderla Corrêa de Paula Nassif |
author_role |
author |
dc.contributor.none.fl_str_mv |
Momesso, Maria Regina 8973020849570833 http://lattes.cnpq.br/8973020849570833 Mendes, Mariza Bianconcini Teixeira 8610903429977731 http://lattes.cnpq.br/8610903429977731 Mendonça, Marina Célia 0688738118968425 http://lattes.cnpq.br/0688738118968425 |
dc.contributor.author.fl_str_mv |
Nunes, Wanderla Corrêa de Paula Nassif |
dc.subject.por.fl_str_mv |
Discurso Identidade Beleza Publicidade Auto-estima CNPQ::LINGUISTICA, LETRAS E ARTES::LINGUISTICA |
topic |
Discurso Identidade Beleza Publicidade Auto-estima CNPQ::LINGUISTICA, LETRAS E ARTES::LINGUISTICA |
description |
The new technologies of the information and the knowledge provided the sprouting of a new mean of information: the Internet. Cyberspace, as it is called by many scholars, provoked diverse changes in the scope of social, economic, cultural, ideological relations, among others, therefore it is a way that allows to the interaction and the contact of an individual with the other, of several with several, of few with many, few with few and many with many. The use of this space is reality as media that imposes new forms to see, of being, making, to read, to write, to understand and to interpret the world and what in it encircles us. In this way, all of us were affected, because the techniques are easy to use: to inform, to talk and to surf in the Internet became daily action for many. However to know as it makes this discursive process, as well as its effect of direction in this new support, is very complex. We don’t have it very clear and defined how all the changes had occurred yet and how everything affected and still affect our lives. Today many scholars defend that it must be reinvent advertising discourse and, consequently, how to see, to read and to interpret the advertising. The advertising discourse, some time ago, was made in an authoritarian, manipulating, seductive and rhetorical way of speech, but with the arrival of the Internet the advertising made of one for all, started to construct one another relation that would be the participation of the public in the construction of the proper speech advertising, because currently the support of the Internet provides apparently the freedom of the user choices. Faced with this, this study has for purpose to verify which digital discursive practices and identities, on the female beauty, that emerge of the Dove cosmetic products advertising site and which are their effects of meaning. Analyzing the digital discursive practices and identities in the site, were chosen the analysis of speech of the French school as referential theoretician. The object of this theoretical perspective, established in 1969, in France, for Michel Pêcheux, is the speech, which according to author is understood as a way of effect between speakers. Moreover, the study used authors who had contributed to reflect on the identity in the after-modernity and the advertising in web, such as: Foucault (1977, 1979, 1985, 1990, 1994, 1997, 1999, 2001, 2007) for the identities practices, specifically the techniques of itself, Bauman (1998, 2001, 2005) for the question of the identity in the after-modernity, Lemos (2004) and Lévy (1998, 1999) in which refers to the Internet and Carvalho (1996) for the advertising speech. In the analysis, the functioning of the speech of the beauty was observed as a constructor of feminine selfesteem in consumers statements left in Dove digital section – Consumers statements. Discursive strategies such as the paraphrase and the ambiguity are present for Dove products user to accept its condition of natural beauty, therefore this does not appear in the body, but in the essence and in the values that each person possess. Keywords: Speech. Identity. Beauty. Advertising. Self esteem. |
publishDate |
2008 |
dc.date.none.fl_str_mv |
2008 2020-07-31T16:45:19Z 2020-07-31T16:45:19Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
NUNES, Wanderla Corrêa de Paula Nassif. Discurso da beleza na publicidade digital. Franca, 2008. 101 f. Dissertação (Mestrado em Linguística) - Universidade de Franca. 2008. https://repositorio.cruzeirodosul.edu.br/handle/123456789/869 |
identifier_str_mv |
NUNES, Wanderla Corrêa de Paula Nassif. Discurso da beleza na publicidade digital. Franca, 2008. 101 f. Dissertação (Mestrado em Linguística) - Universidade de Franca. 2008. |
url |
https://repositorio.cruzeirodosul.edu.br/handle/123456789/869 |
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Universidade de Franca Brasil Pós-Graduação Programa de Mestrado em Linguística UNIFRAN |
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Universidade de Franca Brasil Pós-Graduação Programa de Mestrado em Linguística UNIFRAN |
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