Discursive analysis of child advertisement: a bakhtinian perspective
Autor(a) principal: | |
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Data de Publicação: | 2012 |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | letrônica |
Texto Completo: | https://revistaseletronicas.pucrs.br/ojs/index.php/letronica/article/view/11030 |
Resumo: | This paper presents an analysis of a piece of a printed advertisement of Moxie Girlz doll (made by Estrela), published in Recreio Magazine, October/2010. Data analysis was qualitative, carried out in the light of theoretical and methodological tools provided by the linguistic ideas of Bakhtin Circle, presented and discussed in the book Marxism and the Philosophy of Language and in the essay Discourse in Life and Discourse in Art. After analysis of the piece of advertisement in question, we concluded that the advertising of Moxie Girlz doll as well as others with this same style, not only sells the toy (a doll), but also sells fashion, make up and a style of being. The children live in a consumerist society and bombarded by advertising, they have desires to acquire luxuries that in their imagination will transform their life in a better way. In this context, the sensual and erotic style, a model that does not match the emotional and cognitive age of the girls in question, is distorted and is presented as another form of attraction, fascination and seduction. |
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Discursive analysis of child advertisement: a bakhtinian perspectiveAnálise discursiva de publicidade infantil: uma perspectiva bakhtinianaBakhtinVolochinovadvertisingconsumerismchildren.BakhtinVoloshinovPublicidadeConsumismoCrianças.This paper presents an analysis of a piece of a printed advertisement of Moxie Girlz doll (made by Estrela), published in Recreio Magazine, October/2010. Data analysis was qualitative, carried out in the light of theoretical and methodological tools provided by the linguistic ideas of Bakhtin Circle, presented and discussed in the book Marxism and the Philosophy of Language and in the essay Discourse in Life and Discourse in Art. After analysis of the piece of advertisement in question, we concluded that the advertising of Moxie Girlz doll as well as others with this same style, not only sells the toy (a doll), but also sells fashion, make up and a style of being. The children live in a consumerist society and bombarded by advertising, they have desires to acquire luxuries that in their imagination will transform their life in a better way. In this context, the sensual and erotic style, a model that does not match the emotional and cognitive age of the girls in question, is distorted and is presented as another form of attraction, fascination and seduction.O presente trabalho apresenta uma análise de uma peça publicitária impressa da boneca Moxie Girlz (da Estrela), publicada na Revista Recreio em outubro/2010. A análise dos dados, de natureza qualitativa, realiza-se à luz do instrumental teórico-metodológico fornecido pelas ideias linguísticas do Círculo de Bakhtin, apresentadas e discutidas no livro Marxismo e filosofia da linguagem e no ensaio Discurso na vida e discurso na arte. Após a análise do anúncio em apreço, conclui-se que a publicidade da boneca Moxie Girlz, assim como outras com este mesmo estilo, não vende somente o brinquedo (a boneca), vende a moda, a maquiagem e um estilo de ser. As crianças vivem em uma sociedade consumista e, bombardeadas pela publicidade, passam a ter desejos de aquisição de bens supérfluos que em sua imaginação irão transformar a sua vida para melhor. Nesse contexto, o estilo sensual e erótico, modelo que não tem nada a ver com a idade emocional e cognitivo da menina, é distorcido em relação à idade e entra como mais uma forma de atração, fascínio e sedução.Editora da PUCRS - ediPUCRS2012-11-05info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://revistaseletronicas.pucrs.br/ojs/index.php/letronica/article/view/11030Letrônica; Vol. 5 No. 2 (2012): Estudos do discurso & Literatura em língua portuguesa; 103-123Letrônica; v. 5 n. 2 (2012): Estudos do discurso & Literatura em língua portuguesa; 103-1231984-4301reponame:letrônicainstname:Pontifícia Universidade Católica do Rio Grande do Sul (PUCRS)instacron:PUC_RSporhttps://revistaseletronicas.pucrs.br/ojs/index.php/letronica/article/view/11030/8370Ferreguett, Cristhianeinfo:eu-repo/semantics/openAccess2016-10-19T17:42:32Zoai:ojs.revistaseletronicas.pucrs.br:article/11030Revistahttps://revistaseletronicas.pucrs.br/ojs/index.php/letronicaPRIhttps://revistaseletronicas.pucrs.br/ojs/index.php/letronica/oailetronica@pucrs.br||ivanetemileski@gmail.com1984-43011984-4301opendoar:2016-10-19T17:42:32letrônica - Pontifícia Universidade Católica do Rio Grande do Sul (PUCRS)false |
dc.title.none.fl_str_mv |
Discursive analysis of child advertisement: a bakhtinian perspective Análise discursiva de publicidade infantil: uma perspectiva bakhtiniana |
title |
Discursive analysis of child advertisement: a bakhtinian perspective |
spellingShingle |
Discursive analysis of child advertisement: a bakhtinian perspective Ferreguett, Cristhiane Bakhtin Volochinov advertising consumerism children. Bakhtin Voloshinov Publicidade Consumismo Crianças. |
title_short |
Discursive analysis of child advertisement: a bakhtinian perspective |
title_full |
Discursive analysis of child advertisement: a bakhtinian perspective |
title_fullStr |
Discursive analysis of child advertisement: a bakhtinian perspective |
title_full_unstemmed |
Discursive analysis of child advertisement: a bakhtinian perspective |
title_sort |
Discursive analysis of child advertisement: a bakhtinian perspective |
author |
Ferreguett, Cristhiane |
author_facet |
Ferreguett, Cristhiane |
author_role |
author |
dc.contributor.author.fl_str_mv |
Ferreguett, Cristhiane |
dc.subject.por.fl_str_mv |
Bakhtin Volochinov advertising consumerism children. Bakhtin Voloshinov Publicidade Consumismo Crianças. |
topic |
Bakhtin Volochinov advertising consumerism children. Bakhtin Voloshinov Publicidade Consumismo Crianças. |
description |
This paper presents an analysis of a piece of a printed advertisement of Moxie Girlz doll (made by Estrela), published in Recreio Magazine, October/2010. Data analysis was qualitative, carried out in the light of theoretical and methodological tools provided by the linguistic ideas of Bakhtin Circle, presented and discussed in the book Marxism and the Philosophy of Language and in the essay Discourse in Life and Discourse in Art. After analysis of the piece of advertisement in question, we concluded that the advertising of Moxie Girlz doll as well as others with this same style, not only sells the toy (a doll), but also sells fashion, make up and a style of being. The children live in a consumerist society and bombarded by advertising, they have desires to acquire luxuries that in their imagination will transform their life in a better way. In this context, the sensual and erotic style, a model that does not match the emotional and cognitive age of the girls in question, is distorted and is presented as another form of attraction, fascination and seduction. |
publishDate |
2012 |
dc.date.none.fl_str_mv |
2012-11-05 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://revistaseletronicas.pucrs.br/ojs/index.php/letronica/article/view/11030 |
url |
https://revistaseletronicas.pucrs.br/ojs/index.php/letronica/article/view/11030 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://revistaseletronicas.pucrs.br/ojs/index.php/letronica/article/view/11030/8370 |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Editora da PUCRS - ediPUCRS |
publisher.none.fl_str_mv |
Editora da PUCRS - ediPUCRS |
dc.source.none.fl_str_mv |
Letrônica; Vol. 5 No. 2 (2012): Estudos do discurso & Literatura em língua portuguesa; 103-123 Letrônica; v. 5 n. 2 (2012): Estudos do discurso & Literatura em língua portuguesa; 103-123 1984-4301 reponame:letrônica instname:Pontifícia Universidade Católica do Rio Grande do Sul (PUCRS) instacron:PUC_RS |
instname_str |
Pontifícia Universidade Católica do Rio Grande do Sul (PUCRS) |
instacron_str |
PUC_RS |
institution |
PUC_RS |
reponame_str |
letrônica |
collection |
letrônica |
repository.name.fl_str_mv |
letrônica - Pontifícia Universidade Católica do Rio Grande do Sul (PUCRS) |
repository.mail.fl_str_mv |
letronica@pucrs.br||ivanetemileski@gmail.com |
_version_ |
1799128595987169280 |