Hybridization and the effects of meaning in advertising

Detalhes bibliográficos
Autor(a) principal: Baraldo, Cecília Contani
Data de Publicação: 2014
Outros Autores: Oliveira, Lolyane Cristina Guerreiro de
Tipo de documento: Artigo
Idioma: por
Título da fonte: Revista Entretextos
Texto Completo: https://ojs.uel.br/revistas/uel/index.php/entretextos/article/view/20102
Resumo: Advertising uses, explicitly or implicitly, various discourses that aim to enhance and rationalize consumption and, in this universe, persuasion is an essential element to be analyzed because it is considered the basic purpose of the genre ad. It is built on the combination of linguistic resources and exploring representations legitimized by society. Lara (2007) claims to be advertising one of the areas that most checks for the presence of hybrid texts, seeking to create meaning effects of innovation, surprise, humor, transform advertisement in another genre, using mainly the alteration of the way, since the first function (e.g., to convince the other to consume a product or to use a certain service) tends to remain - and be recognized by the enunciatee. Thus, this paper seeks, through advertising, to identify how the hybridization contributed to the argumentativity of the text. 
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spelling Hybridization and the effects of meaning in advertisingA hibridização e os efeitos de sentido na propagandaHybridizationPersuasionAdvertisingHibridizaçãoPersuasãoPublicidadeAdvertising uses, explicitly or implicitly, various discourses that aim to enhance and rationalize consumption and, in this universe, persuasion is an essential element to be analyzed because it is considered the basic purpose of the genre ad. It is built on the combination of linguistic resources and exploring representations legitimized by society. Lara (2007) claims to be advertising one of the areas that most checks for the presence of hybrid texts, seeking to create meaning effects of innovation, surprise, humor, transform advertisement in another genre, using mainly the alteration of the way, since the first function (e.g., to convince the other to consume a product or to use a certain service) tends to remain - and be recognized by the enunciatee. Thus, this paper seeks, through advertising, to identify how the hybridization contributed to the argumentativity of the text. A publicidade utiliza, explícita ou implicitamente, discursos variados que objetivam potencializar e racionalizar o consumo e, neste universo, a persuasão é elemento essencial a ser analisado, porque é considerada a finalidade elementar do gênero anúncio. Ela é construída na associação de recursos linguísticos e na exploração de representações legitimadas pela sociedade. Lara (2007) afirma ser a publicidade um dos domínios em que mais se verifica a presença de  textos híbridos que, buscando criar efeitos de sentido de inovação, surpresa, humor, transformam o anúncio publicitário em um outro gênero, recorrendo, sobretudo, à alteração da forma, já que a função primeira (por exemplo, a de convencer o outro a consumir um dado produto ou a utilizar um determinado serviço) tende a se manter – e ser reconhecida pelo enunciatário. Desse modo, este trabalho busca, por meio da propaganda, identificar como a hibridização contribuiu para a argumentatividade do texto.Universidade Estadual de Londrina2014-10-23info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://ojs.uel.br/revistas/uel/index.php/entretextos/article/view/2010210.5433/1519-5392.2014v14n1p206Entretextos; v. 14 n. 1 (2014); 206-2172764-08091519-5392reponame:Revista Entretextosinstname:Universidade Estadual de Londrina (UEL)instacron:UELporhttps://ojs.uel.br/revistas/uel/index.php/entretextos/article/view/20102/15208Copyright (c) 2014 Entretextosinfo:eu-repo/semantics/openAccessBaraldo, Cecília ContaniOliveira, Lolyane Cristina Guerreiro de2021-04-27T19:35:09Zoai:ojs.pkp.sfu.ca:article/20102Revistahttps://www.uel.br/revistas/uel/index.php/entretextosPUBhttps://www.uel.br/revistas/uel/index.php/entretextos/oai||entretextos.uel@gmail.com|| ppgel@uel.br|| laudi@uel.br1519-53922764-0809opendoar:2021-04-27T19:35:09Revista Entretextos - Universidade Estadual de Londrina (UEL)false
dc.title.none.fl_str_mv Hybridization and the effects of meaning in advertising
A hibridização e os efeitos de sentido na propaganda
title Hybridization and the effects of meaning in advertising
spellingShingle Hybridization and the effects of meaning in advertising
Baraldo, Cecília Contani
Hybridization
Persuasion
Advertising
Hibridização
Persuasão
Publicidade
title_short Hybridization and the effects of meaning in advertising
title_full Hybridization and the effects of meaning in advertising
title_fullStr Hybridization and the effects of meaning in advertising
title_full_unstemmed Hybridization and the effects of meaning in advertising
title_sort Hybridization and the effects of meaning in advertising
author Baraldo, Cecília Contani
author_facet Baraldo, Cecília Contani
Oliveira, Lolyane Cristina Guerreiro de
author_role author
author2 Oliveira, Lolyane Cristina Guerreiro de
author2_role author
dc.contributor.author.fl_str_mv Baraldo, Cecília Contani
Oliveira, Lolyane Cristina Guerreiro de
dc.subject.por.fl_str_mv Hybridization
Persuasion
Advertising
Hibridização
Persuasão
Publicidade
topic Hybridization
Persuasion
Advertising
Hibridização
Persuasão
Publicidade
description Advertising uses, explicitly or implicitly, various discourses that aim to enhance and rationalize consumption and, in this universe, persuasion is an essential element to be analyzed because it is considered the basic purpose of the genre ad. It is built on the combination of linguistic resources and exploring representations legitimized by society. Lara (2007) claims to be advertising one of the areas that most checks for the presence of hybrid texts, seeking to create meaning effects of innovation, surprise, humor, transform advertisement in another genre, using mainly the alteration of the way, since the first function (e.g., to convince the other to consume a product or to use a certain service) tends to remain - and be recognized by the enunciatee. Thus, this paper seeks, through advertising, to identify how the hybridization contributed to the argumentativity of the text. 
publishDate 2014
dc.date.none.fl_str_mv 2014-10-23
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://ojs.uel.br/revistas/uel/index.php/entretextos/article/view/20102
10.5433/1519-5392.2014v14n1p206
url https://ojs.uel.br/revistas/uel/index.php/entretextos/article/view/20102
identifier_str_mv 10.5433/1519-5392.2014v14n1p206
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://ojs.uel.br/revistas/uel/index.php/entretextos/article/view/20102/15208
dc.rights.driver.fl_str_mv Copyright (c) 2014 Entretextos
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2014 Entretextos
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade Estadual de Londrina
publisher.none.fl_str_mv Universidade Estadual de Londrina
dc.source.none.fl_str_mv Entretextos; v. 14 n. 1 (2014); 206-217
2764-0809
1519-5392
reponame:Revista Entretextos
instname:Universidade Estadual de Londrina (UEL)
instacron:UEL
instname_str Universidade Estadual de Londrina (UEL)
instacron_str UEL
institution UEL
reponame_str Revista Entretextos
collection Revista Entretextos
repository.name.fl_str_mv Revista Entretextos - Universidade Estadual de Londrina (UEL)
repository.mail.fl_str_mv ||entretextos.uel@gmail.com|| ppgel@uel.br|| laudi@uel.br
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