A persuasão na propaganda de cervejas: sob o enfoque sistêmico-funcional

Detalhes bibliográficos
Autor(a) principal: Silva, Samuel da
Data de Publicação: 2012
Tipo de documento: Tese
Idioma: por
Título da fonte: Biblioteca Digital de Teses e Dissertações da PUC_SP
Texto Completo: https://tede2.pucsp.br/handle/handle/13588
Resumo: In my studies of linguistics, when dealing with persuasive language, it occurred to me to approach a subject that has interested me for some time. How would the advertisement of beer in Brazil be, in a world where there is clear competition between many companies? Even the manufacturers assume that there is some standardization in the ads. Xavier says, "abroad, beer campaigns resort to humor wisely." Morici, marketing director of FEMSA owner of the brands Kaiser, Sol and Xingu, says that if the ads closely resembled each other in the eyes of consumers, now there is a clear movement to change it. " The efficiency of communication occurs by causing impact and we are all looking forward to it," he says. In this context, it is known that Skol, in 2011, won the Top of Mind award for the tenth time. However the Petrópolis brewery which owns the Itaipava brand, reached second place in the Brazilian beer market, according to latest data from Nielsen research institute in September. What differentiates them from other brands? What would be the reason for this setting in memory of the people? There are several ways to analyze an advertisement. But some features are evident in its preparation. It is primarily of an interactional situation between advertising and reader, with strong support in the use of implicit methods of persuasion, as advertising today is addressed to a community already tired of being overrun by outdated resources of persuasion. According to Fuertes-Olivera et al (2001), advertising seems best represented as a continuum of text functions fluctuating between "information" and "manipulation," according to the idea that advertising is an example of covert communication because it provides the possibility for the authors to avoid responsibility for their statements. Examining these means, I will focus on the enacted roles and projected roles (THOMPSON; THETELA, 1995), the tokens of Attitude (Martin, 2000), the AIDA formula (Unger, 2004), the visual image (MACKEN-HORARIK, 2004) , which contribute to the creation of "textual world" (Downing, 2003). The objective of this research is the critical examination of beer advertisements, analyzing both brands: Skol and Itaipava, to see how persuasuin in such genre occurs. For this we must answer the following research questions: (a) How is a "textual world" in advertising discourse created ? (b) what factors contribute to making this "world" favoring persuasion? and (c) how does the verbal-visual relation in advertising occur?
id PUC_SP-1_6f4fecd528ba543f83cbed086da8334a
oai_identifier_str oai:repositorio.pucsp.br:handle/13588
network_acronym_str PUC_SP-1
network_name_str Biblioteca Digital de Teses e Dissertações da PUC_SP
repository_id_str
spelling Ikeda, Sumiko NishitaniSilva, Samuel da2016-04-28T18:22:34Z2012-08-272012-06-14Silva, Samuel da. Persuasion in beer commercials: a systemic functional approach. 2012. 70 f. Tese (Doutorado em Lingüística) - Pontifícia Universidade Católica de São Paulo, São Paulo, 2012.https://tede2.pucsp.br/handle/handle/13588In my studies of linguistics, when dealing with persuasive language, it occurred to me to approach a subject that has interested me for some time. How would the advertisement of beer in Brazil be, in a world where there is clear competition between many companies? Even the manufacturers assume that there is some standardization in the ads. Xavier says, "abroad, beer campaigns resort to humor wisely." Morici, marketing director of FEMSA owner of the brands Kaiser, Sol and Xingu, says that if the ads closely resembled each other in the eyes of consumers, now there is a clear movement to change it. " The efficiency of communication occurs by causing impact and we are all looking forward to it," he says. In this context, it is known that Skol, in 2011, won the Top of Mind award for the tenth time. However the Petrópolis brewery which owns the Itaipava brand, reached second place in the Brazilian beer market, according to latest data from Nielsen research institute in September. What differentiates them from other brands? What would be the reason for this setting in memory of the people? There are several ways to analyze an advertisement. But some features are evident in its preparation. It is primarily of an interactional situation between advertising and reader, with strong support in the use of implicit methods of persuasion, as advertising today is addressed to a community already tired of being overrun by outdated resources of persuasion. According to Fuertes-Olivera et al (2001), advertising seems best represented as a continuum of text functions fluctuating between "information" and "manipulation," according to the idea that advertising is an example of covert communication because it provides the possibility for the authors to avoid responsibility for their statements. Examining these means, I will focus on the enacted roles and projected roles (THOMPSON; THETELA, 1995), the tokens of Attitude (Martin, 2000), the AIDA formula (Unger, 2004), the visual image (MACKEN-HORARIK, 2004) , which contribute to the creation of "textual world" (Downing, 2003). The objective of this research is the critical examination of beer advertisements, analyzing both brands: Skol and Itaipava, to see how persuasuin in such genre occurs. For this we must answer the following research questions: (a) How is a "textual world" in advertising discourse created ? (b) what factors contribute to making this "world" favoring persuasion? and (c) how does the verbal-visual relation in advertising occur?Em meus estudos de linguística, ao tratar da linguagem persuasiva, ocorreu-me abordar um assunto que me tem interessado há algum tempo. Como seria feita a propaganda1 de cervejas no Brasil, num mundo em que há evidente competição entre inúmeras empresas? Os próprios fabricantes assumem que há certa padronização nos anúncios. Xavier2 diz que, no exterior, as campanhas de cerveja recorrem ao humor de maneira inteligente . Morici3,diretor de marketing da Femsa, dona das marcas Kaiser, Sol e Xingu, diz que, se as propagandas se assemelhavam muito umas às outras aos olhos dos consumidores, já há um claro movimento para mudá-la. A eficiência da comunicação está em causar impacto e todos estamos atrás disso , diz. Nesse contexto, sabe-se que a cerveja Skol, em 2011, venceu pela décima vez o prêmio Top of mind. Já a Cervejaria Petrópolis, detentora da Itaipava, alcançou o segundo lugar no mercado brasileiro de cervejas, de acordo com dados mais recentes do instituto de pesquisas Nielsen, em setembro. O que as diferenciaria de outras marcas? Qual seria o motivo dessa fixação na memória do povo? Há vários caminhos para a análise de uma propaganda. Mas algumas características são evidentes na sua elaboração. Trata-se primordialmente de uma situação interacional entre a propaganda e o leitor, com forte apoio no uso de meios implícitos de persuasão, já que a propaganda, hoje, dirige-se a uma comunidade já cansada de ser invadida por recursos ultrapassados de persuasão. Segundo, Fuertes-Olivera et al (2001), a propaganda parece mais bem representada como um contínuo de funções textuais flutuando entre informação e manipulação , de acordo com a ideia de que a propaganda é um exemplo de comunicação velada porque dá a possibilidade aos seus autores de evitar a responsabilidade de suas declarações. No exame desses meios, vou enfocar os papéis desempenhados e papéis projetados (THOMPSON; THETELA, 1995), os tokens de Atitude (MARTIN, 2000), a fórmula AIDA (UNGERER, 2004), a imagem visual (MACKEN-HORARIK, 2004), os quais concorrem para a criação de mundo textual (DOWNING, 2003). O objetivo desta pesquisa é o exame crítico da propaganda de cerveja, no caso, Skol e Itaipava, para verificar a forma como é feita a persuasão nesse gênero. Para tanto, deve responder às seguintes perguntas de pesquisa: (a) como é criado o mundo textual no discurso da propaganda? (b) que elementos contribuem para tornar esse mundo favorável à persuasão? e (c) como é feita a relação verbo-visual na propaganda? ______________ 1 Devemos esclarecer aqui que não faremos a distinção existente entre propaganda e publicidade : O termo propaganda vem de seu homônimo em latim propaganda, que significa semear idéias e ideais de cunho político, cívico ou religioso, tendo caráter ideológico e com o objetivo de fazer adeptos, seguidores e converter opiniões. Já a publicidade é a ferramenta que, utilizando os meios de comunicação e os espaços publicitários, com patrocinador identificado, tem como fim seduzir e tornar público, levando o consumidor à compra de determinado produto ou serviço (Dennys Monteiro: Internet). 2 Xavier, consultado na Internet. 3 Morici, consultado na internet.application/pdfhttp://tede2.pucsp.br/tede/retrieve/30310/Samuel%20da%20Silva.pdf.jpgporPontifícia Universidade Católica de São PauloPrograma de Estudos Pós-Graduados em Linguística Aplicada e Estudos da LinguagemPUC-SPBRLingüísticaPersuasãoPropagandaLinguística críticaLinguística sistêmico-funcionalPersuasionAdvertisingCritical linguisticsSystemic functional linguisticsCNPQ::LINGUISTICA, LETRAS E ARTES::LINGUISTICA::LINGUISTICA APLICADAA persuasão na propaganda de cervejas: sob o enfoque sistêmico-funcionalPersuasion in beer commercials: a systemic functional approachinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/doctoralThesisinfo:eu-repo/semantics/openAccessreponame:Biblioteca Digital de Teses e Dissertações da PUC_SPinstname:Pontifícia Universidade Católica de São Paulo (PUC-SP)instacron:PUC_SPTEXTSamuel da Silva.pdf.txtSamuel da Silva.pdf.txtExtracted texttext/plain121806https://repositorio.pucsp.br/xmlui/bitstream/handle/13588/3/Samuel%20da%20Silva.pdf.txt2428cf2bbf9c60a43794195e2ee503aeMD53ORIGINALSamuel da Silva.pdfapplication/pdf1857350https://repositorio.pucsp.br/xmlui/bitstream/handle/13588/1/Samuel%20da%20Silva.pdf4d349a280f1415228fb9f663f803af31MD51THUMBNAILSamuel da Silva.pdf.jpgSamuel da Silva.pdf.jpgGenerated Thumbnailimage/jpeg1943https://repositorio.pucsp.br/xmlui/bitstream/handle/13588/2/Samuel%20da%20Silva.pdf.jpgcc73c4c239a4c332d642ba1e7c7a9fb2MD52handle/135882022-04-27 22:15:33.785oai:repositorio.pucsp.br:handle/13588Biblioteca Digital de Teses e Dissertaçõeshttps://sapientia.pucsp.br/https://sapientia.pucsp.br/oai/requestbngkatende@pucsp.br||rapassi@pucsp.bropendoar:2022-04-28T01:15:33Biblioteca Digital de Teses e Dissertações da PUC_SP - Pontifícia Universidade Católica de São Paulo (PUC-SP)false
dc.title.por.fl_str_mv A persuasão na propaganda de cervejas: sob o enfoque sistêmico-funcional
dc.title.alternative.eng.fl_str_mv Persuasion in beer commercials: a systemic functional approach
title A persuasão na propaganda de cervejas: sob o enfoque sistêmico-funcional
spellingShingle A persuasão na propaganda de cervejas: sob o enfoque sistêmico-funcional
Silva, Samuel da
Persuasão
Propaganda
Linguística crítica
Linguística sistêmico-funcional
Persuasion
Advertising
Critical linguistics
Systemic functional linguistics
CNPQ::LINGUISTICA, LETRAS E ARTES::LINGUISTICA::LINGUISTICA APLICADA
title_short A persuasão na propaganda de cervejas: sob o enfoque sistêmico-funcional
title_full A persuasão na propaganda de cervejas: sob o enfoque sistêmico-funcional
title_fullStr A persuasão na propaganda de cervejas: sob o enfoque sistêmico-funcional
title_full_unstemmed A persuasão na propaganda de cervejas: sob o enfoque sistêmico-funcional
title_sort A persuasão na propaganda de cervejas: sob o enfoque sistêmico-funcional
author Silva, Samuel da
author_facet Silva, Samuel da
author_role author
dc.contributor.advisor1.fl_str_mv Ikeda, Sumiko Nishitani
dc.contributor.author.fl_str_mv Silva, Samuel da
contributor_str_mv Ikeda, Sumiko Nishitani
dc.subject.por.fl_str_mv Persuasão
Propaganda
Linguística crítica
Linguística sistêmico-funcional
topic Persuasão
Propaganda
Linguística crítica
Linguística sistêmico-funcional
Persuasion
Advertising
Critical linguistics
Systemic functional linguistics
CNPQ::LINGUISTICA, LETRAS E ARTES::LINGUISTICA::LINGUISTICA APLICADA
dc.subject.eng.fl_str_mv Persuasion
Advertising
Critical linguistics
Systemic functional linguistics
dc.subject.cnpq.fl_str_mv CNPQ::LINGUISTICA, LETRAS E ARTES::LINGUISTICA::LINGUISTICA APLICADA
description In my studies of linguistics, when dealing with persuasive language, it occurred to me to approach a subject that has interested me for some time. How would the advertisement of beer in Brazil be, in a world where there is clear competition between many companies? Even the manufacturers assume that there is some standardization in the ads. Xavier says, "abroad, beer campaigns resort to humor wisely." Morici, marketing director of FEMSA owner of the brands Kaiser, Sol and Xingu, says that if the ads closely resembled each other in the eyes of consumers, now there is a clear movement to change it. " The efficiency of communication occurs by causing impact and we are all looking forward to it," he says. In this context, it is known that Skol, in 2011, won the Top of Mind award for the tenth time. However the Petrópolis brewery which owns the Itaipava brand, reached second place in the Brazilian beer market, according to latest data from Nielsen research institute in September. What differentiates them from other brands? What would be the reason for this setting in memory of the people? There are several ways to analyze an advertisement. But some features are evident in its preparation. It is primarily of an interactional situation between advertising and reader, with strong support in the use of implicit methods of persuasion, as advertising today is addressed to a community already tired of being overrun by outdated resources of persuasion. According to Fuertes-Olivera et al (2001), advertising seems best represented as a continuum of text functions fluctuating between "information" and "manipulation," according to the idea that advertising is an example of covert communication because it provides the possibility for the authors to avoid responsibility for their statements. Examining these means, I will focus on the enacted roles and projected roles (THOMPSON; THETELA, 1995), the tokens of Attitude (Martin, 2000), the AIDA formula (Unger, 2004), the visual image (MACKEN-HORARIK, 2004) , which contribute to the creation of "textual world" (Downing, 2003). The objective of this research is the critical examination of beer advertisements, analyzing both brands: Skol and Itaipava, to see how persuasuin in such genre occurs. For this we must answer the following research questions: (a) How is a "textual world" in advertising discourse created ? (b) what factors contribute to making this "world" favoring persuasion? and (c) how does the verbal-visual relation in advertising occur?
publishDate 2012
dc.date.available.fl_str_mv 2012-08-27
dc.date.issued.fl_str_mv 2012-06-14
dc.date.accessioned.fl_str_mv 2016-04-28T18:22:34Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/doctoralThesis
format doctoralThesis
status_str publishedVersion
dc.identifier.citation.fl_str_mv Silva, Samuel da. Persuasion in beer commercials: a systemic functional approach. 2012. 70 f. Tese (Doutorado em Lingüística) - Pontifícia Universidade Católica de São Paulo, São Paulo, 2012.
dc.identifier.uri.fl_str_mv https://tede2.pucsp.br/handle/handle/13588
identifier_str_mv Silva, Samuel da. Persuasion in beer commercials: a systemic functional approach. 2012. 70 f. Tese (Doutorado em Lingüística) - Pontifícia Universidade Católica de São Paulo, São Paulo, 2012.
url https://tede2.pucsp.br/handle/handle/13588
dc.language.iso.fl_str_mv por
language por
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 Pontifícia Universidade Católica de São Paulo
dc.publisher.program.fl_str_mv Programa de Estudos Pós-Graduados em Linguística Aplicada e Estudos da Linguagem
dc.publisher.initials.fl_str_mv PUC-SP
dc.publisher.country.fl_str_mv BR
dc.publisher.department.fl_str_mv Lingüística
publisher.none.fl_str_mv Pontifícia Universidade Católica de São Paulo
dc.source.none.fl_str_mv reponame:Biblioteca Digital de Teses e Dissertações da PUC_SP
instname:Pontifícia Universidade Católica de São Paulo (PUC-SP)
instacron:PUC_SP
instname_str Pontifícia Universidade Católica de São Paulo (PUC-SP)
instacron_str PUC_SP
institution PUC_SP
reponame_str Biblioteca Digital de Teses e Dissertações da PUC_SP
collection Biblioteca Digital de Teses e Dissertações da PUC_SP
bitstream.url.fl_str_mv https://repositorio.pucsp.br/xmlui/bitstream/handle/13588/3/Samuel%20da%20Silva.pdf.txt
https://repositorio.pucsp.br/xmlui/bitstream/handle/13588/1/Samuel%20da%20Silva.pdf
https://repositorio.pucsp.br/xmlui/bitstream/handle/13588/2/Samuel%20da%20Silva.pdf.jpg
bitstream.checksum.fl_str_mv 2428cf2bbf9c60a43794195e2ee503ae
4d349a280f1415228fb9f663f803af31
cc73c4c239a4c332d642ba1e7c7a9fb2
bitstream.checksumAlgorithm.fl_str_mv MD5
MD5
MD5
repository.name.fl_str_mv Biblioteca Digital de Teses e Dissertações da PUC_SP - Pontifícia Universidade Católica de São Paulo (PUC-SP)
repository.mail.fl_str_mv bngkatende@pucsp.br||rapassi@pucsp.br
_version_ 1809277955801612288