Percursos da cultura brasileira no discurso publicitário das revistas semanais
Autor(a) principal: | |
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Data de Publicação: | 2008 |
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/5126 |
Resumo: | The theoretical concepts that founded the advertising and publicity in Brazil are different from conceptual foundations that supports the modern publicity activity as communication science, strengthened by the instruments of North American marketing which solidificated with media's society, passing by a process of adaptation front to the new demands of internationalised and competitive economy. With this, the discursive practices incorporate at any moment new values and new concepts that this research explores, reading and translating the advertise speech practised in the advertisements of weekly magazines, with detailed clipping for publications of the Veja magazine, published in the 2007 year, comparing with other ads for magazines which dates the evolution of Brazilian advertising speech. By introducing the imported market concepts of North American Culture generated by a social reorganization focused on financial values and social prestige in the most capitalist, the advertising exercise was targeted by modelizantes and estandartizadas practices that instead of increasing the connectivity with their public interest, isolated and excluded mestizo and solar culture values, which are fundamental to constitute a fertile and abundant ground practice for creative, important for advertisng. In this historical perspective, advertising has become an aesthetics and static activity, ignoring the objects of mestizo culture and the organic parties that have developed in Latin America societies, transforming into a technical found that grew surrounded by modern marketing concepts, highlighting one of the biggest conceptual conflicts already discussed in the area, revealing the existence of the dichotomy between the cultural complexity of Brazilian publicity, at the mechanization of advertising techniques disseminated in Communication schools and, promoted, in essence, by vast technological paraphernalia that gave the formal treatment wich publicity was giving to his business career. To sustain the concepts used in research, was adopted the semiosphere study described by Lotman, also involving the work of Edgar Morin, on the civilizating processes and studies of Baktin, encompassing the advertising , as well as matters of cultural and racial complexity, found in Canclini`s work, Jesus Martin-Barbero, Amálio Pinheiro and Bonaventure Santos, among other authors essential to the matter, as Joseph Lezama Lima, Claude Holpinks, Raymond Williams, Lula Vieira and Eliseo Colon, which deal with propositions described in the project and discussed along the route to carry out studies on the Brazilian advertising and its processes cultural exclusion |
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Pinheiro, Amáliohttp://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4779575H9Correa, Rodrigo Stéfani2016-04-26T18:17:28Z2008-10-202008-10-13Correa, Rodrigo Stéfani. Percursos da cultura brasileira no discurso publicitário das revistas semanais. 2008. 173 f. Tese (Doutorado em Comunicação) - Pontifícia Universidade Católica de São Paulo, São Paulo, 2008.https://tede2.pucsp.br/handle/handle/5126The theoretical concepts that founded the advertising and publicity in Brazil are different from conceptual foundations that supports the modern publicity activity as communication science, strengthened by the instruments of North American marketing which solidificated with media's society, passing by a process of adaptation front to the new demands of internationalised and competitive economy. With this, the discursive practices incorporate at any moment new values and new concepts that this research explores, reading and translating the advertise speech practised in the advertisements of weekly magazines, with detailed clipping for publications of the Veja magazine, published in the 2007 year, comparing with other ads for magazines which dates the evolution of Brazilian advertising speech. By introducing the imported market concepts of North American Culture generated by a social reorganization focused on financial values and social prestige in the most capitalist, the advertising exercise was targeted by modelizantes and estandartizadas practices that instead of increasing the connectivity with their public interest, isolated and excluded mestizo and solar culture values, which are fundamental to constitute a fertile and abundant ground practice for creative, important for advertisng. In this historical perspective, advertising has become an aesthetics and static activity, ignoring the objects of mestizo culture and the organic parties that have developed in Latin America societies, transforming into a technical found that grew surrounded by modern marketing concepts, highlighting one of the biggest conceptual conflicts already discussed in the area, revealing the existence of the dichotomy between the cultural complexity of Brazilian publicity, at the mechanization of advertising techniques disseminated in Communication schools and, promoted, in essence, by vast technological paraphernalia that gave the formal treatment wich publicity was giving to his business career. To sustain the concepts used in research, was adopted the semiosphere study described by Lotman, also involving the work of Edgar Morin, on the civilizating processes and studies of Baktin, encompassing the advertising , as well as matters of cultural and racial complexity, found in Canclini`s work, Jesus Martin-Barbero, Amálio Pinheiro and Bonaventure Santos, among other authors essential to the matter, as Joseph Lezama Lima, Claude Holpinks, Raymond Williams, Lula Vieira and Eliseo Colon, which deal with propositions described in the project and discussed along the route to carry out studies on the Brazilian advertising and its processes cultural exclusionOs conceitos teóricos que fundaram a publicidade e propaganda no Brasil são diferentes das bases conceituais que apóiam a propaganda moderna como atividade da ciência da Comunicação, fortalecida pelos instrumentos do marketing norteamericano que se solidificaram com a sociedade da mídia, passando por um processo de adequação frente às novas exigências da economia internacionalizada e competitiva. Com isso, o objetivo desta pesquisa é analisar as práticas discursivas que incorporam a todo instante novos valores e novos conceitos, pela pesquisa exploratória do discurso publicitário praticado nas propagandas de revistas semanais, com recorte detalhado para as publicações da revista Veja, veiculadas no ano de 2007, em comparação com outros anúncios de revistas que datam a evolução do discurso publicitário brasileiro. Ao introduzir os conceitos mercadológicos importados da cultura norte-americana gerados por uma reorganização social focada em valores financeiros e no prestigio social mais capitalista, o exercício publicitário foi orientado por práticas modelizantes e estandartizadas que ao invés de aumentar a conectividade com seus públicos de interesse, isolou e excluiu os valores da cultura mestiça e solar, que são fundamentais para constituir um terreno fértil e abundante para prática criativa, importantes para propaganda. Nessa perspectiva histórica, a publicidade pode ser vista de duas formas distintas, de um lado encontra-se uma atividade estética e estática, que ignora os objetos da cultura mestiça e as partes orgânicas que se desenvolveram nas sociedades da América Latina, do outro lado existe a propaganda barroca, plural e mestiça, que não se rendeu a ao centralismo econômico e as forças hegemônicas do mundo capitalista, transformando-se numa técnica apurada que cresceu envolta por diferentes conceitos, do marketing moderno ao barroco brasileiro, evidenciando um dos maiores conflitos conceituais já discutidos na área, revelando a existência da dicotomia entre a complexidade cultural da propaganda brasileira, frente à mecanização das técnicas publicitárias disseminadas nas escolas de Comunicação e, promovidas, essencialmente, pela vasta parafernália tecnológica que concedeu o tratamento formal que a propaganda foi atribuindo ao seu expediente profissional. Para dar conta dos conceitos explorados na pesquisa, adotaram-se os estudos da semiosfera descritos por Lotman, envolvendo também os trabalhos de Edgar Morin, sobre os processos civilizatórios e os estudos de Baktin, que englobam o discurso publicitário, bem como as questões de complexidade cultural e mestiçagem, encontrados nos trabalhos de Canclini, Jesus Martín-Barbero, Amálio Pinheiro e Boaventura Santos, entre outros autores imprescindíveis para o assunto, como José Lezama Lima, Claude Holpinks, Raymond Willians, Lula Vieira e Eliseo Cólon, que tratam das proposições descritas no projeto e discutidas ao longo do percurso para levar a cabo os estudos sobre a publicidade brasileira e seus processos de exclusão culturalCoordenação de Aperfeiçoamento de Pessoal de Nível Superiorapplication/pdfhttp://tede2.pucsp.br/tede/retrieve/13974/Rodrigo%20Stefani%20Correa.pdf.jpgporPontifícia Universidade Católica de São PauloPrograma de Estudos Pós-Graduados em Comunicação e SemióticaPUC-SPBRComunicaçãoCulturaDiscursoPropagandaPublicidade em revistasCommunicationCultureSemioticsSpeechAdvertisingCNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAOPercursos da cultura brasileira no discurso publicitário das revistas semanaisinfo: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_SPTEXTRodrigo Stefani Correa.pdf.txtRodrigo Stefani Correa.pdf.txtExtracted texttext/plain337953https://repositorio.pucsp.br/xmlui/bitstream/handle/5126/3/Rodrigo%20Stefani%20Correa.pdf.txt7b00e22738c5dfafeadf4cb0b5bcadd7MD53ORIGINALRodrigo Stefani Correa.pdfapplication/pdf16266874https://repositorio.pucsp.br/xmlui/bitstream/handle/5126/1/Rodrigo%20Stefani%20Correa.pdf3c1d466f99898c52fe09a0bb10a31628MD51THUMBNAILRodrigo Stefani Correa.pdf.jpgRodrigo Stefani Correa.pdf.jpgGenerated Thumbnailimage/jpeg2142https://repositorio.pucsp.br/xmlui/bitstream/handle/5126/2/Rodrigo%20Stefani%20Correa.pdf.jpgd62941556018323313d30eb7acf6acdeMD52handle/51262022-04-28 19:21:34.596oai:repositorio.pucsp.br:handle/5126Biblioteca Digital de Teses e Dissertaçõeshttps://sapientia.pucsp.br/https://sapientia.pucsp.br/oai/requestbngkatende@pucsp.br||rapassi@pucsp.bropendoar:2022-04-28T22:21:34Biblioteca Digital de Teses e Dissertações da PUC_SP - Pontifícia Universidade Católica de São Paulo (PUC-SP)false |
dc.title.por.fl_str_mv |
Percursos da cultura brasileira no discurso publicitário das revistas semanais |
title |
Percursos da cultura brasileira no discurso publicitário das revistas semanais |
spellingShingle |
Percursos da cultura brasileira no discurso publicitário das revistas semanais Correa, Rodrigo Stéfani Cultura Discurso Propaganda Publicidade em revistas Communication Culture Semiotics Speech Advertising CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO |
title_short |
Percursos da cultura brasileira no discurso publicitário das revistas semanais |
title_full |
Percursos da cultura brasileira no discurso publicitário das revistas semanais |
title_fullStr |
Percursos da cultura brasileira no discurso publicitário das revistas semanais |
title_full_unstemmed |
Percursos da cultura brasileira no discurso publicitário das revistas semanais |
title_sort |
Percursos da cultura brasileira no discurso publicitário das revistas semanais |
author |
Correa, Rodrigo Stéfani |
author_facet |
Correa, Rodrigo Stéfani |
author_role |
author |
dc.contributor.advisor1.fl_str_mv |
Pinheiro, Amálio |
dc.contributor.authorLattes.fl_str_mv |
http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4779575H9 |
dc.contributor.author.fl_str_mv |
Correa, Rodrigo Stéfani |
contributor_str_mv |
Pinheiro, Amálio |
dc.subject.por.fl_str_mv |
Cultura Discurso Propaganda Publicidade em revistas |
topic |
Cultura Discurso Propaganda Publicidade em revistas Communication Culture Semiotics Speech Advertising CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO |
dc.subject.eng.fl_str_mv |
Communication Culture Semiotics Speech Advertising |
dc.subject.cnpq.fl_str_mv |
CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO |
description |
The theoretical concepts that founded the advertising and publicity in Brazil are different from conceptual foundations that supports the modern publicity activity as communication science, strengthened by the instruments of North American marketing which solidificated with media's society, passing by a process of adaptation front to the new demands of internationalised and competitive economy. With this, the discursive practices incorporate at any moment new values and new concepts that this research explores, reading and translating the advertise speech practised in the advertisements of weekly magazines, with detailed clipping for publications of the Veja magazine, published in the 2007 year, comparing with other ads for magazines which dates the evolution of Brazilian advertising speech. By introducing the imported market concepts of North American Culture generated by a social reorganization focused on financial values and social prestige in the most capitalist, the advertising exercise was targeted by modelizantes and estandartizadas practices that instead of increasing the connectivity with their public interest, isolated and excluded mestizo and solar culture values, which are fundamental to constitute a fertile and abundant ground practice for creative, important for advertisng. In this historical perspective, advertising has become an aesthetics and static activity, ignoring the objects of mestizo culture and the organic parties that have developed in Latin America societies, transforming into a technical found that grew surrounded by modern marketing concepts, highlighting one of the biggest conceptual conflicts already discussed in the area, revealing the existence of the dichotomy between the cultural complexity of Brazilian publicity, at the mechanization of advertising techniques disseminated in Communication schools and, promoted, in essence, by vast technological paraphernalia that gave the formal treatment wich publicity was giving to his business career. To sustain the concepts used in research, was adopted the semiosphere study described by Lotman, also involving the work of Edgar Morin, on the civilizating processes and studies of Baktin, encompassing the advertising , as well as matters of cultural and racial complexity, found in Canclini`s work, Jesus Martin-Barbero, Amálio Pinheiro and Bonaventure Santos, among other authors essential to the matter, as Joseph Lezama Lima, Claude Holpinks, Raymond Williams, Lula Vieira and Eliseo Colon, which deal with propositions described in the project and discussed along the route to carry out studies on the Brazilian advertising and its processes cultural exclusion |
publishDate |
2008 |
dc.date.available.fl_str_mv |
2008-10-20 |
dc.date.issued.fl_str_mv |
2008-10-13 |
dc.date.accessioned.fl_str_mv |
2016-04-26T18:17:28Z |
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info:eu-repo/semantics/publishedVersion |
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info:eu-repo/semantics/doctoralThesis |
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publishedVersion |
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Correa, Rodrigo Stéfani. Percursos da cultura brasileira no discurso publicitário das revistas semanais. 2008. 173 f. Tese (Doutorado em Comunicação) - Pontifícia Universidade Católica de São Paulo, São Paulo, 2008. |
dc.identifier.uri.fl_str_mv |
https://tede2.pucsp.br/handle/handle/5126 |
identifier_str_mv |
Correa, Rodrigo Stéfani. Percursos da cultura brasileira no discurso publicitário das revistas semanais. 2008. 173 f. Tese (Doutorado em Comunicação) - Pontifícia Universidade Católica de São Paulo, São Paulo, 2008. |
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