Prevage: da razão à emoção

• Autor(a) principal: Batista, Juliana Spirlandeli
• 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/123456789/859
• topic: Semiótica greimasiana; Figurativização; Manipulação; Inteligível; Sensível; CNPQ::LINGUISTICA, LETRAS E ARTES::LINGUISTICA

Taking into account the importance that the society imposes on the search of eternal youth, represented by a young skin, with no wrinkles, spot or lines, the aim of this essay was to analyse three different types of advertisements, which were part of the introductory advertising campaign of the Prevage treatment in Brazil. With these texts, it was possible to verify how these different texts created truth effects to convince the enunciatee to buy the Prevage. The possibility of the advertising campaign of the Prevage to be based on a belief that makes it something really wanted found an answer in the illusion created by the pretence, that is, to make it looks like or to believe to be true, because the silver container was the main strategy used by the advertisement, in the visual plan, to manipulate the reader persuasively. However, to achieve the proposed aim, it was necessary to verify the semiotics displays of each advertisement, and also the descriptions of the sense effects created, considering the different thematic roles assumed by the enunciator, as well as the discursive strategies that made the enunciatee accept the enunciator’s arguments as real. It was also necessary to check the figurativizations and the manipulation procedures which aimed at transforming the enunciatee’s behaviour in favour of the enunciator to motivate him to obtain the product, appealing to the intelligible as well as the sensitive. This research was based on the studies developed by A. J. Greimas and his fellows, centred in the generative trajectory of meaning and in the content and expression plan, proving the passionate and cognitive dimensions of the advertisements of the Prevage. Through the figurative and plastic semiotics it was possible to demonstrate that the interaction patterns chosen by the enunciator, knowing the enunciatee’s behaviour patterns, tried to persuade him to buy the product, sometimes emphasizing the intelligible, sometimes the sensitive, and still both sides, the intelligible (rational) as well as the sensitive (sensory). Key words: greimasian semiotics; figurativization; manipulation; intelligible; sensitive