Construções retóricas do discurso publicitário de condomínios residenciais

Detalhes bibliográficos
Autor(a) principal: Alves, Maria Cristina Dias
Data de Publicação: 2009
Tipo de documento: Dissertação
Idioma: por
Título da fonte: Biblioteca Digital de Teses e Dissertações da ESPM
Texto Completo: http://tede2.espm.br/handle/tede/215
Resumo: The real estate advertisement presents some peculiarities owing to the products advertised, i.e., high value goods that cannot be consumed by the time of the purchase (do not exist in concrete). What is advertised is to become simulated in a hyper-realistic image of product and in a prototype of decorated apartment by the consumption experience at the sales stand. The real estate compares to a mass consumption product in relation to its serial assembly line, which alienate the worker from the final process. Advertising, as a myth of our time, occupies an intermediate ranking between production and consumption by classifying products, wherein the residential real estate obtains a sense: it acquires a name, a brand, a “conceptual packaging”, all of which distinguish it. On the occasion of the launch, the real estate has even not been edified, however, it “already exists” in the magic universe of advertisement, which starts in the advertisement and extends to the sales stand. In our work we have carried out two analysis movements on residential real estate launching advertisements in the city of São Paulo: The Discourse Analysis to verify the production conditions and the senses it comprises and the Rhetoric Analysis to verify the employed persuasive elements, which are focused on the reason or emotion. In this manner have we investigated the construction of the products personality and their advertisements, which catch the imaginary and seduce with identity models and life style.
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spelling Carrascoza, João Luiz AnzanelloCasaqui, VanderFontenelle, Isleide Arruda02158806842http://buscatextual.cnpq.br/buscatextual/visualizacv.jsp?id=W1079392Alves, Maria Cristina Dias2016-11-28T17:17:17Z2009-03-18Alves, Maria Cristina Dias. Construções retóricas do discurso publicitário de condomínios residenciais. 2009. 137 f. Dissertação (Programa de Mestrado em Comunicação e Práticas de Consumo) - Escola Superior de Propaganda e Marketing, São Paulo, 2009.http://tede2.espm.br/handle/tede/215The real estate advertisement presents some peculiarities owing to the products advertised, i.e., high value goods that cannot be consumed by the time of the purchase (do not exist in concrete). What is advertised is to become simulated in a hyper-realistic image of product and in a prototype of decorated apartment by the consumption experience at the sales stand. The real estate compares to a mass consumption product in relation to its serial assembly line, which alienate the worker from the final process. Advertising, as a myth of our time, occupies an intermediate ranking between production and consumption by classifying products, wherein the residential real estate obtains a sense: it acquires a name, a brand, a “conceptual packaging”, all of which distinguish it. On the occasion of the launch, the real estate has even not been edified, however, it “already exists” in the magic universe of advertisement, which starts in the advertisement and extends to the sales stand. In our work we have carried out two analysis movements on residential real estate launching advertisements in the city of São Paulo: The Discourse Analysis to verify the production conditions and the senses it comprises and the Rhetoric Analysis to verify the employed persuasive elements, which are focused on the reason or emotion. In this manner have we investigated the construction of the products personality and their advertisements, which catch the imaginary and seduce with identity models and life style.A publicidade de lançamentos imobiliários possui algumas especificidades decorrentes dos próprios produtos que anuncia, bens de alto valor aquisitivo, que não podem ser consumidos no momento da compra (não existem materialmente). O que se anuncia é um vir a ser, simulado em imagens hiper-realistas do empreendimento e em um protótipo de apartamento decorado para a experiência do consumo no estande de vendas. O imóvel se assemelha aos produtos de consumo de massa quanto à sua fabricação em série, que aliena o trabalhador do processo final de seu trabalho. A publicidade, como mito da nossa época, ocupa um lugar intermediário entre a produção e o consumo, classificando os produtos. Nela, o imóvel residencial adquire sentido: ganha um nome, uma marca, uma “embalagem conceitual” que o distingue. Se no lançamento o imóvel nem começou a ser construído, ele já “existe” no universo mágico da publicidade, que começa no anúncio e se estende até o estande de vendas. Em nosso trabalho, realizamos dois movimentos de análise de anúncios de lançamentos imobiliários residenciais na cidade de São Paulo: a Análise de Discurso, para verificar as condições de produção e os sentidos que engendram, e a Análise Retórica, para verificar os elementos persuasivos utilizados, voltados à razão ou à emoção. Investigamos, assim, a construção da personalidade dos produtos e seus anúncios, que captam o imaginário e seduzem com modelos de identidade e de estilo de vida.Submitted by Odilio Hilario Moreira Júnior (odilio@espm.br) on 2016-11-28T17:15:53Z No. of bitstreams: 1 Maria Cristina Dias Alves.pdf: 3507182 bytes, checksum: 45b58e5b76f12e1568f42e2b60c94c37 (MD5)Approved for entry into archive by Odilio Hilario Moreira Júnior (odilio@espm.br) on 2016-11-28T17:16:02Z (GMT) No. of bitstreams: 1 Maria Cristina Dias Alves.pdf: 3507182 bytes, checksum: 45b58e5b76f12e1568f42e2b60c94c37 (MD5)Approved for entry into archive by Debora Cristina Bonfim Aquarone (deborabonfim@espm.br) on 2016-11-28T17:16:39Z (GMT) No. of bitstreams: 1 Maria Cristina Dias Alves.pdf: 3507182 bytes, checksum: 45b58e5b76f12e1568f42e2b60c94c37 (MD5)Made available in DSpace on 2016-11-28T17:17:17Z (GMT). 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dc.title.por.fl_str_mv Construções retóricas do discurso publicitário de condomínios residenciais
dc.title.alternative.eng.fl_str_mv Constructions of rhetorical discourse of advertising condominiums residential
title Construções retóricas do discurso publicitário de condomínios residenciais
spellingShingle Construções retóricas do discurso publicitário de condomínios residenciais
Alves, Maria Cristina Dias
publicidade imobiliária; mito; identidade; análise de discurso; retórica
real estate advertisement; myth; identity; discourse analysis; rhetoric
CIENCIAS SOCIAIS APLICADAS::COMUNICACAO
title_short Construções retóricas do discurso publicitário de condomínios residenciais
title_full Construções retóricas do discurso publicitário de condomínios residenciais
title_fullStr Construções retóricas do discurso publicitário de condomínios residenciais
title_full_unstemmed Construções retóricas do discurso publicitário de condomínios residenciais
title_sort Construções retóricas do discurso publicitário de condomínios residenciais
author Alves, Maria Cristina Dias
author_facet Alves, Maria Cristina Dias
author_role author
dc.contributor.advisor1.fl_str_mv Carrascoza, João Luiz Anzanello
dc.contributor.referee1.fl_str_mv Casaqui, Vander
dc.contributor.referee2.fl_str_mv Fontenelle, Isleide Arruda
dc.contributor.authorID.fl_str_mv 02158806842
dc.contributor.authorLattes.fl_str_mv http://buscatextual.cnpq.br/buscatextual/visualizacv.jsp?id=W1079392
dc.contributor.author.fl_str_mv Alves, Maria Cristina Dias
contributor_str_mv Carrascoza, João Luiz Anzanello
Casaqui, Vander
Fontenelle, Isleide Arruda
dc.subject.por.fl_str_mv publicidade imobiliária; mito; identidade; análise de discurso; retórica
topic publicidade imobiliária; mito; identidade; análise de discurso; retórica
real estate advertisement; myth; identity; discourse analysis; rhetoric
CIENCIAS SOCIAIS APLICADAS::COMUNICACAO
dc.subject.eng.fl_str_mv real estate advertisement; myth; identity; discourse analysis; rhetoric
dc.subject.cnpq.fl_str_mv CIENCIAS SOCIAIS APLICADAS::COMUNICACAO
description The real estate advertisement presents some peculiarities owing to the products advertised, i.e., high value goods that cannot be consumed by the time of the purchase (do not exist in concrete). What is advertised is to become simulated in a hyper-realistic image of product and in a prototype of decorated apartment by the consumption experience at the sales stand. The real estate compares to a mass consumption product in relation to its serial assembly line, which alienate the worker from the final process. Advertising, as a myth of our time, occupies an intermediate ranking between production and consumption by classifying products, wherein the residential real estate obtains a sense: it acquires a name, a brand, a “conceptual packaging”, all of which distinguish it. On the occasion of the launch, the real estate has even not been edified, however, it “already exists” in the magic universe of advertisement, which starts in the advertisement and extends to the sales stand. In our work we have carried out two analysis movements on residential real estate launching advertisements in the city of São Paulo: The Discourse Analysis to verify the production conditions and the senses it comprises and the Rhetoric Analysis to verify the employed persuasive elements, which are focused on the reason or emotion. In this manner have we investigated the construction of the products personality and their advertisements, which catch the imaginary and seduce with identity models and life style.
publishDate 2009
dc.date.issued.fl_str_mv 2009-03-18
dc.date.accessioned.fl_str_mv 2016-11-28T17:17:17Z
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dc.identifier.citation.fl_str_mv Alves, Maria Cristina Dias. Construções retóricas do discurso publicitário de condomínios residenciais. 2009. 137 f. Dissertação (Programa de Mestrado em Comunicação e Práticas de Consumo) - Escola Superior de Propaganda e Marketing, São Paulo, 2009.
dc.identifier.uri.fl_str_mv http://tede2.espm.br/handle/tede/215
identifier_str_mv Alves, Maria Cristina Dias. Construções retóricas do discurso publicitário de condomínios residenciais. 2009. 137 f. Dissertação (Programa de Mestrado em Comunicação e Práticas de Consumo) - Escola Superior de Propaganda e Marketing, São Paulo, 2009.
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