Frases sem texto na publicidade: discursos em torno de um Brasil bilíngue

• Autor(a) principal: Gabriel, Edgar Godoi
• Data de Publicação: 2018
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Biblioteca Digital de Teses e Dissertações da PUC_SP
• Texto Completo: https://tede2.pucsp.br/handle/handle/20886
• topic: Publicidade - Análise do Discurso; Língua inglesa - Estudo e ensino; Frases sem texto; Publicity - Discourse analysis; English language - Study and teaching; Phrases without text; CNPQ::LINGUISTICA, LETRAS E ARTES::LINGUISTICA::LINGUISTICA APLICADA

Only few people would dare to challenge the importance of English in the globalized world we live in. To speak English has become a must for those Brazilians who are beginning or developing their career. Thus, language schools strive to persuade society, through their advertisings, of the importance of their services to insert the country in the globalized world. In this scenario, two companies stand out: Wizard and Pearson. Wizard is the world’s largest language school, with more than 1,200 branches where more than 500,000 people study per year. In 2013, Pearson the world business education leader acquired Wizard. In partnership, they released Nação Bilíngue [Bilingual Nation], Wizard’s largest advertising campaign, whose mission is ‘to transform Brazil into a bilingual nation’. We can find lots of studies on Advertising, however, the ones focusing on phrases without text (i.e. slogans, proverbs, sayings…) in language schools’ advertisings are still incipient. Advertising discourse is a profitable field for the so-called phrases without text, especially in the Digital Era, due to its spatiotemporal coercions. From a verbal and visual point of view, this dissertation aims at analyzing the discourses conveyed in the Nação Bilíngue (2014-2017); more specifically, to understand the effects of meaning production in/by the phrases without text in the Nação Bilíngue’s digital banners. Collected from Wizard’s websites, blogs, and social networks, corpus study consists of seven digital banners which belong to Nação Bilíngue three phases: Manifesto (2014-2015), Delivering Results (2016), and Anthem (2017). The analyses are based on the notions of Phrases without text, Hyper-Enunciator, and Discursive Ethos such as advocated and developed by Dominique Maingueneau. The results show that the discourses circulating in Nação Bilíngue produce the effects of meaning that English is both a means of insertion in the globalized world and a means of ascending social strata. They also indicate that, unlike conventional advertising slogans, the ones of Nação Bilíngue reveal their mimotopic character, that is, their capability to adapt to or to metamorphose into other discourses, even pretending to be a non-advertising