The meanings of the expression “Get woke, get broke” on a Burger King advertising film

Detalhes bibliográficos
Autor(a) principal: Alves, Rafael Vitória
Data de Publicação: 2021
Outros Autores: Romualdo, Edson Carlos
Tipo de documento: Artigo
Idioma: por
Título da fonte: Letras de Hoje (Online)
Texto Completo: https://revistaseletronicas.pucrs.br/ojs/index.php/fale/article/view/40338
Resumo: The growing engagement of companies to the LGBTQIA+ cause faces a conservative force, from which the expression “Get woke, get broke” is born. To better understand this discourse clash, we aim to analyze how this expression is (re)built, in terms of meaning, on an advertising film launched on June 26 of 2020, by the Brazilian branch of the Burger King franchise. This is a qualitative research, framed in the interpretative paradigm. As theory support, we lean on the writings of the Bakhtin Circle (BAKHTIN, 2002, 2010, 2011; VOLÓCHINOV, 2017) and the publicity concept of outvertising (MOZDZENSKI, 2019). The analysis’ results show the expression is brought, at first, by the voice and value assessment of conservatives, but, when faced with some textual and discourse strategies, it is weakened until, finally, it is resignified as a supportive discourse to the LGBTQIA+ community.
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spelling The meanings of the expression “Get woke, get broke” on a Burger King advertising filmLos sentidos de la expresión “Quien ‘sella’ no gana” en una película publicitaria de Burger KingOs sentidos da expressão “Quem lacra não lucra” em um filme publicitário do Burger KingThe Bakhtin CircleOutvertisingWokeLGBTQIA communityCírculo de BakhtinOutvertisingSellarComunidad LGBTQIA Círculo de BakhtinOutvertisingLacrarComunidade LGBTQIAThe growing engagement of companies to the LGBTQIA+ cause faces a conservative force, from which the expression “Get woke, get broke” is born. To better understand this discourse clash, we aim to analyze how this expression is (re)built, in terms of meaning, on an advertising film launched on June 26 of 2020, by the Brazilian branch of the Burger King franchise. This is a qualitative research, framed in the interpretative paradigm. As theory support, we lean on the writings of the Bakhtin Circle (BAKHTIN, 2002, 2010, 2011; VOLÓCHINOV, 2017) and the publicity concept of outvertising (MOZDZENSKI, 2019). The analysis’ results show the expression is brought, at first, by the voice and value assessment of conservatives, but, when faced with some textual and discourse strategies, it is weakened until, finally, it is resignified as a supportive discourse to the LGBTQIA+ community.El creciente compromiso de las empresas en relación con la causa LGBTQIA + se enfrenta a una fuerza conservadora, de la que nace la expresión “Quien ‘sella’ no gana”. Para entender más sobre este choque discursivo, pretendemos analizar cómo esta expresión se (re)construye, en términos de sentido, en una película publicitaria lanzada el 26 de junio de 2020, por la filial brasileña de la franquicia Burger King. Es una investigación cualitativa, enmarcada en el paradigma interpretativo. Como apoyo teórico, utilizamos los escritos del Círculo de Bakhtin (BAKHTIN, 2002, 2010, 2011; VOLÓCHINOV, 2017) y el concepto publicitario de outvertising (MOZDZENSKI, 2019). Los resultados del análisis muestran que la expresión es traída, a priori, por la voz y valoración de los conservadores, pero, frente a algunas estrategias textuales y discursivas, se debilita hasta que, finalmente, adquiere un nuevo sentido, funcionando como un discurso de apoyo a la comunidad LGBTQIA+.O crescente engajamento de empresas em relação à causa LGBTQIA+ defronta-se com uma força conservadora, da qual nasce a expressão “Quem lacra não lucra”. Para compreendermos mais sobre esse embate discursivo, objetivamos analisar como essa expressão é (re)construída, em termos de sentido, em um anúncio publicitário veiculado, em 26/06/2020, pela filial brasileira da franquia Burguer King. Como sustentação teórica, apoiamo-nos em escritos do Círculo de Bakhtin e no conceito publicitário de outvertising (MOZDZENSKI, 2019). Os resultados da análise mostram que a expressão é trazida, a priori, pela voz e valoração dos conservadores, mas, em confronto com algumas estratégias textuais e discursivas, vai sendo enfraquecida até que, por fim, é ressignificada como um discurso de apoio à comunidade LGBTQIA+.Editora da PUCRS - ediPUCRS2021-12-31info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://revistaseletronicas.pucrs.br/ojs/index.php/fale/article/view/4033810.15448/1984-7726.2021.3.40338Letras de Hoje; Vol. 56 No. 3 (2021); 639-653Letras de Hoje; Vol. 56 Núm. 3 (2021); 639-653Letras de Hoje; v. 56 n. 3 (2021); 639-6531984-77260101-333510.15448/1984-7726.2021.3reponame:Letras de Hoje (Online)instname:Pontifícia Universidade Católica do Rio Grande do Sul (PUCRS)instacron:PUC_RSporhttps://revistaseletronicas.pucrs.br/ojs/index.php/fale/article/view/40338/27387Copyright (c) 2022 Letras de Hojehttp://creativecommons.org/licenses/by/4.0info:eu-repo/semantics/openAccessAlves, Rafael Vitória Romualdo, Edson Carlos2022-02-10T19:10:35Zoai:ojs.revistaseletronicas.pucrs.br:article/40338Revistahttps://revistaseletronicas.pucrs.br/ojs/index.php/falePRIhttps://revistaseletronicas.pucrs.br/ojs/index.php/fale/oaieditora.periodicos@pucrs.br || letrasdehoje@pucrs.br1984-77260101-3335opendoar:2022-02-10T19:10:35Letras de Hoje (Online) - Pontifícia Universidade Católica do Rio Grande do Sul (PUCRS)false
dc.title.none.fl_str_mv The meanings of the expression “Get woke, get broke” on a Burger King advertising film
Los sentidos de la expresión “Quien ‘sella’ no gana” en una película publicitaria de Burger King
Os sentidos da expressão “Quem lacra não lucra” em um filme publicitário do Burger King
title The meanings of the expression “Get woke, get broke” on a Burger King advertising film
spellingShingle The meanings of the expression “Get woke, get broke” on a Burger King advertising film
Alves, Rafael Vitória
The Bakhtin Circle
Outvertising
Woke
LGBTQIA community
Círculo de Bakhtin
Outvertising
Sellar
Comunidad LGBTQIA
Círculo de Bakhtin
Outvertising
Lacrar
Comunidade LGBTQIA
title_short The meanings of the expression “Get woke, get broke” on a Burger King advertising film
title_full The meanings of the expression “Get woke, get broke” on a Burger King advertising film
title_fullStr The meanings of the expression “Get woke, get broke” on a Burger King advertising film
title_full_unstemmed The meanings of the expression “Get woke, get broke” on a Burger King advertising film
title_sort The meanings of the expression “Get woke, get broke” on a Burger King advertising film
author Alves, Rafael Vitória
author_facet Alves, Rafael Vitória
Romualdo, Edson Carlos
author_role author
author2 Romualdo, Edson Carlos
author2_role author
dc.contributor.author.fl_str_mv Alves, Rafael Vitória
Romualdo, Edson Carlos
dc.subject.por.fl_str_mv The Bakhtin Circle
Outvertising
Woke
LGBTQIA community
Círculo de Bakhtin
Outvertising
Sellar
Comunidad LGBTQIA
Círculo de Bakhtin
Outvertising
Lacrar
Comunidade LGBTQIA
topic The Bakhtin Circle
Outvertising
Woke
LGBTQIA community
Círculo de Bakhtin
Outvertising
Sellar
Comunidad LGBTQIA
Círculo de Bakhtin
Outvertising
Lacrar
Comunidade LGBTQIA
description The growing engagement of companies to the LGBTQIA+ cause faces a conservative force, from which the expression “Get woke, get broke” is born. To better understand this discourse clash, we aim to analyze how this expression is (re)built, in terms of meaning, on an advertising film launched on June 26 of 2020, by the Brazilian branch of the Burger King franchise. This is a qualitative research, framed in the interpretative paradigm. As theory support, we lean on the writings of the Bakhtin Circle (BAKHTIN, 2002, 2010, 2011; VOLÓCHINOV, 2017) and the publicity concept of outvertising (MOZDZENSKI, 2019). The analysis’ results show the expression is brought, at first, by the voice and value assessment of conservatives, but, when faced with some textual and discourse strategies, it is weakened until, finally, it is resignified as a supportive discourse to the LGBTQIA+ community.
publishDate 2021
dc.date.none.fl_str_mv 2021-12-31
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/fale/article/view/40338
10.15448/1984-7726.2021.3.40338
url https://revistaseletronicas.pucrs.br/ojs/index.php/fale/article/view/40338
identifier_str_mv 10.15448/1984-7726.2021.3.40338
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://revistaseletronicas.pucrs.br/ojs/index.php/fale/article/view/40338/27387
dc.rights.driver.fl_str_mv Copyright (c) 2022 Letras de Hoje
http://creativecommons.org/licenses/by/4.0
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2022 Letras de Hoje
http://creativecommons.org/licenses/by/4.0
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 Letras de Hoje; Vol. 56 No. 3 (2021); 639-653
Letras de Hoje; Vol. 56 Núm. 3 (2021); 639-653
Letras de Hoje; v. 56 n. 3 (2021); 639-653
1984-7726
0101-3335
10.15448/1984-7726.2021.3
reponame:Letras de Hoje (Online)
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 Letras de Hoje (Online)
collection Letras de Hoje (Online)
repository.name.fl_str_mv Letras de Hoje (Online) - Pontifícia Universidade Católica do Rio Grande do Sul (PUCRS)
repository.mail.fl_str_mv editora.periodicos@pucrs.br || letrasdehoje@pucrs.br
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