Proverbs and advertising: discursive paths of meaning
Autor(a) principal: | |
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Data de Publicação: | 2021 |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | Revista Entretextos |
Texto Completo: | https://ojs.uel.br/revistas/uel/index.php/entretextos/article/view/43644 |
Resumo: | This article aims at analyzing how the meanings of proverbial statements in advertising texts are constituted. In order to base it, we articulate Maingueneau’s enunciative-discursive theory and the dialogical perspective of language proposed by Bakhtin, which allow both to describe the facts of the language verified in the discourse strand of advertising texts and to understand the effects of meaning produced by the intersection of interdiscourse through the work of memory. Furthermore, considering the fact that, according to the Discourse Analysis, the processes which constitute language are historical-socially founded and, according to Orlandi (1999), speech is a “meaning effect among interlocutors”, we find that, despite being considered typical of orality and originated from popular culture, proverbial statements are widely used by the written advertising media, which targets a literate audience, seen as a potential consumer. Our analyzes show that the proverbs, subverted or not in their original sense and in their linguistic materiality, participate as discursive strategies of persuasion, as the authority of the voice of the people, via printed media. Thus, the reiteration of these statements, which represent a stabilized archive, enables the uses of other meanings, although the enunciating subject maintains the illusion of being the origin of the saying. |
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Proverbs and advertising: discursive paths of meaningRefranes y publicidad: caminos discursivos de significadoProvérbios e publicidade: percursos discursivos de sentidoProverbsAdvertisingSense effectsRefranesPublicidadEfectos de significadoProvérbiosPublicidadeEfeitos de sentidoThis article aims at analyzing how the meanings of proverbial statements in advertising texts are constituted. In order to base it, we articulate Maingueneau’s enunciative-discursive theory and the dialogical perspective of language proposed by Bakhtin, which allow both to describe the facts of the language verified in the discourse strand of advertising texts and to understand the effects of meaning produced by the intersection of interdiscourse through the work of memory. Furthermore, considering the fact that, according to the Discourse Analysis, the processes which constitute language are historical-socially founded and, according to Orlandi (1999), speech is a “meaning effect among interlocutors”, we find that, despite being considered typical of orality and originated from popular culture, proverbial statements are widely used by the written advertising media, which targets a literate audience, seen as a potential consumer. Our analyzes show that the proverbs, subverted or not in their original sense and in their linguistic materiality, participate as discursive strategies of persuasion, as the authority of the voice of the people, via printed media. Thus, the reiteration of these statements, which represent a stabilized archive, enables the uses of other meanings, although the enunciating subject maintains the illusion of being the origin of the saying.Este artículo tiene como objetivo analizar cómo se constituyen los significados de los enunciados proverbiales en textos publicitarios. Para fundamentar nuestros análisis, articulamos la teoría enunciativo-discursiva de Maingueneau y la perspectiva dialógica del lenguaje propuesta por Bakhtin, que permiten describir los hechos del lenguaje verificados en el hilo discursivo de los textos publicitarios y comprender los efectos de significado producidos por la intersección del intradiscurso con el intradiscurso a través del trabajo de la memoria. Considerando que, según el Análisis del Discurso, los procesos que constituyen el lenguaje son histórico-sociales y el discurso, según Orlandi (1999), es un “efecto de significado entre interlocutores”, verificamos que los enunciados de los refranes, a pesar de considerados típicos de la oralidad y de la cultura popular, son utilizados por los medios de publicidad escritos, que se dirigen a una audiencia alfabetizada, la cual es vista como consumidora potencial. Nuestros análisis muestran que los refranes, subvertidos o no en su sentido original y en su materialidad lingüística, participan como estrategias discursivas de persuasión, ya que transmiten la autoridad de la voz del pueblo, a través de los medios impresos. Así, la reiteración de estos enunciados, que representan un archivo estabilizado, da paso a otros significados, aunque el sujeto enunciador mantiene la ilusión de ser el origen del dicho.Este artigo visa analisar como se constituem os sentidos dos enunciados proverbiais inseridos em textos publicitários. Para fundamentar nossas análises, articulamos a teoria enunciativo-discursiva de Maingueneau e a perspectiva dialógica da linguagem proposta por Bakhtin que permitem descrever os fatos da língua verificados no fio discursivo de textos publicitários e compreender os efeitos de sentido produzidos pelo cruzamento do interdiscurso com o intradiscurso por meio do trabalho da memória. Considerando ainda que, de acordo com a Análise do Discurso, os processos que constituem a linguagem são histórico-sociais, e o discurso, conforme Orlandi (1999), é um “efeito de sentido entre interlocutores”, verificamos que os enunciados proverbiais, apesar de serem considerados típicos da oralidade e da cultura popular, são usados pela mídia propagandística escrita, que tem como alvo um público letrado visto como consumidor em potencial. Nossas análises evidenciam que os provérbios, subvertidos ou não em seu sentido original e em sua materialidade linguística, participam como estratégias discursivas de convencimento, pois transmitem a voz do povo, via mídia impressa. Assim, a reiteração desses enunciados, que representam um arquivo estabilizado, dá lugar para sentidos outros, embora o sujeito enunciador mantenha a ilusão de ser a origem do dizer.Universidade Estadual de Londrina2021-12-29info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionRevisão de Literaturaapplication/pdfhttps://ojs.uel.br/revistas/uel/index.php/entretextos/article/view/4364410.5433/1519-5392.2021v21n2p96Entretextos; v. 21 n. 2 (2021); 96-1122764-08091519-5392reponame:Revista Entretextosinstname:Universidade Estadual de Londrina (UEL)instacron:UELporhttps://ojs.uel.br/revistas/uel/index.php/entretextos/article/view/43644/30878Copyright (c) 2021 Entretextosinfo:eu-repo/semantics/openAccessMoraes, Anita Luisa Fregonesi de2022-01-26T16:22:30Zoai:ojs.pkp.sfu.ca:article/43644Revistahttps://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:2022-01-26T16:22:30Revista Entretextos - Universidade Estadual de Londrina (UEL)false |
dc.title.none.fl_str_mv |
Proverbs and advertising: discursive paths of meaning Refranes y publicidad: caminos discursivos de significado Provérbios e publicidade: percursos discursivos de sentido |
title |
Proverbs and advertising: discursive paths of meaning |
spellingShingle |
Proverbs and advertising: discursive paths of meaning Moraes, Anita Luisa Fregonesi de Proverbs Advertising Sense effects Refranes Publicidad Efectos de significado Provérbios Publicidade Efeitos de sentido |
title_short |
Proverbs and advertising: discursive paths of meaning |
title_full |
Proverbs and advertising: discursive paths of meaning |
title_fullStr |
Proverbs and advertising: discursive paths of meaning |
title_full_unstemmed |
Proverbs and advertising: discursive paths of meaning |
title_sort |
Proverbs and advertising: discursive paths of meaning |
author |
Moraes, Anita Luisa Fregonesi de |
author_facet |
Moraes, Anita Luisa Fregonesi de |
author_role |
author |
dc.contributor.author.fl_str_mv |
Moraes, Anita Luisa Fregonesi de |
dc.subject.por.fl_str_mv |
Proverbs Advertising Sense effects Refranes Publicidad Efectos de significado Provérbios Publicidade Efeitos de sentido |
topic |
Proverbs Advertising Sense effects Refranes Publicidad Efectos de significado Provérbios Publicidade Efeitos de sentido |
description |
This article aims at analyzing how the meanings of proverbial statements in advertising texts are constituted. In order to base it, we articulate Maingueneau’s enunciative-discursive theory and the dialogical perspective of language proposed by Bakhtin, which allow both to describe the facts of the language verified in the discourse strand of advertising texts and to understand the effects of meaning produced by the intersection of interdiscourse through the work of memory. Furthermore, considering the fact that, according to the Discourse Analysis, the processes which constitute language are historical-socially founded and, according to Orlandi (1999), speech is a “meaning effect among interlocutors”, we find that, despite being considered typical of orality and originated from popular culture, proverbial statements are widely used by the written advertising media, which targets a literate audience, seen as a potential consumer. Our analyzes show that the proverbs, subverted or not in their original sense and in their linguistic materiality, participate as discursive strategies of persuasion, as the authority of the voice of the people, via printed media. Thus, the reiteration of these statements, which represent a stabilized archive, enables the uses of other meanings, although the enunciating subject maintains the illusion of being the origin of the saying. |
publishDate |
2021 |
dc.date.none.fl_str_mv |
2021-12-29 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Revisão de Literatura |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://ojs.uel.br/revistas/uel/index.php/entretextos/article/view/43644 10.5433/1519-5392.2021v21n2p96 |
url |
https://ojs.uel.br/revistas/uel/index.php/entretextos/article/view/43644 |
identifier_str_mv |
10.5433/1519-5392.2021v21n2p96 |
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/43644/30878 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2021 Entretextos info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2021 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. 21 n. 2 (2021); 96-112 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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