Ambiguity as stratage in the formulation of the discourse of historical advertising items

• Autor(a) principal: Macêdo Júnior, Adriano Menino de
• Data de Publicação: 2023
• Outros Autores: Santos, Diva Wellk de Oliveira, Ferreira, Helena Perpetua de Aguiar, Duarte, Suênia de Lima
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Revista JRG de Estudos Acadêmicos
• Texto Completo: http://revistajrg.com/index.php/jrg/article/view/597
• topic: Ambiguidade. Metáfora. Estratagema. Semântica. Publicidade.; Ambiguity. Metaphor. Stratagem. Semantics. Advertising.

The objective of this article is to recognize the semantic stratagems used in the elaboration of the discourse of some historical advertisements, published in the 20th century. From this, we will delimit the specific objectives of analyzing the semantic phenomena of ambiguity and metaphor as meaning resources of advertising pieces. Therefore, an attempt will be made to discuss how the use of these semantic properties contribute to the construction of the reader's persuasion, transforming him into a possible customer of the advertised product. In the methodology of this study, we sought to observe the semantic phenomena of ambiguity and metaphor used in the elaboration of speeches present in certain historical advertising films. The corpus was collected directly on the platform: www.propagandashistoricas.com.br. The collected sample consisted of 2 advertising pieces, which we instigated the following semantic resources: Corpus 1 (Give it to your boyfriend) and Corpus 2 (Elect bombril). For the corpus selection criteria, we considered advertising texts formulated from the following semantic properties: ambiguity and metaphor. As a result, it is proposed that ambiguity is a ploy of corpora 1 and 2 for the formulation of sexual metaphor (corpus 1) and political discourse (corpus 2).