Laconism in the advertisement discourse

Detalhes bibliográficos
Autor(a) principal: Kogawa, João Marcos Mateus
Data de Publicação: 2014
Tipo de documento: Artigo
Idioma: por
Título da fonte: Acta Scientiarum. Language and Culture (Online)
Texto Completo: http://www.periodicos.uem.br/ojs/index.php/ActaSciLangCult/article/view/22784
Resumo: Current paper investigates the construction of a particular kind of statement called laconism. The discursive form is constructed by an enunciation modality that aggregates military, religious and economic spaces, and is characterized by ‘tell more in fewer words’. It is the hallmark of Greek civilization and typical of Christ’s universal phrases. The enunciation structure is basic and omnipresent in the myth construction within consumer society. Current investigation deals with the advertising discourse, more particularly, Coca-Cola advertisings, as a contemporary myth. French Discourse Analysis coupled to Foucault’s and Barthes’s works foreground the essay.
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spelling Laconism in the advertisement discoursePensando o laconismo no discurso publicitáriodiscourse analysisstatementlaconismmythenunciation modalityanálise do discursoenunciadolaconismomitomodalidade enunciativaCurrent paper investigates the construction of a particular kind of statement called laconism. The discursive form is constructed by an enunciation modality that aggregates military, religious and economic spaces, and is characterized by ‘tell more in fewer words’. It is the hallmark of Greek civilization and typical of Christ’s universal phrases. The enunciation structure is basic and omnipresent in the myth construction within consumer society. Current investigation deals with the advertising discourse, more particularly, Coca-Cola advertisings, as a contemporary myth. French Discourse Analysis coupled to Foucault’s and Barthes’s works foreground the essay.Este trabalho empreende uma investigação sobre a construção de um tipo particular de enunciado que se denomina laconismo. Trata-se de uma forma discursiva determinada por uma modalidade enunciativa que agrega os espaços bélico, religioso e econômico e se caracteriza por ‘dizer muito com poucas palavras’. Marca da civilização grega e típica das frases universais de Jesus Cristo, essa estrutura enunciativa é fundamental e omnipresente na construção de alguns mitos da sociedade de consumo. O objeto de investigação é o discurso publicitário, mais particularmente, algumas propagandas da Coca-Cola, compreendidas aqui como mito contemporâneo. Tomamos como arcabouço a análise do discurso de linha francesa em seus diálogos com as obras de Foucault e Barthes. Universidade Estadual De Maringá2014-11-14info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAnálise do Discursoapplication/pdfhttp://www.periodicos.uem.br/ojs/index.php/ActaSciLangCult/article/view/2278410.4025/actascilangcult.v36i4.22784Acta Scientiarum. Language and Culture; Vol 36 No 4 (2014); 365-374Acta Scientiarum. Language and Culture; v. 36 n. 4 (2014); 365-3741983-46831983-4675reponame:Acta Scientiarum. Language and Culture (Online)instname:Universidade Estadual de Maringá (UEM)instacron:UEMporhttp://www.periodicos.uem.br/ojs/index.php/ActaSciLangCult/article/view/22784/pdf_42Kogawa, João Marcos Mateusinfo:eu-repo/semantics/openAccess2015-01-27T17:06:20Zoai:periodicos.uem.br/ojs:article/22784Revistahttp://periodicos.uem.br/ojs/index.php/ActaSciLangCultPUBhttp://www.periodicos.uem.br/ojs/index.php/ActaSciLangCult/oai||actalan@uem.br1983-46831983-4675opendoar:2015-01-27T17:06:20Acta Scientiarum. Language and Culture (Online) - Universidade Estadual de Maringá (UEM)false
dc.title.none.fl_str_mv Laconism in the advertisement discourse
Pensando o laconismo no discurso publicitário
title Laconism in the advertisement discourse
spellingShingle Laconism in the advertisement discourse
Kogawa, João Marcos Mateus
discourse analysis
statement
laconism
myth
enunciation modality
análise do discurso
enunciado
laconismo
mito
modalidade enunciativa
title_short Laconism in the advertisement discourse
title_full Laconism in the advertisement discourse
title_fullStr Laconism in the advertisement discourse
title_full_unstemmed Laconism in the advertisement discourse
title_sort Laconism in the advertisement discourse
author Kogawa, João Marcos Mateus
author_facet Kogawa, João Marcos Mateus
author_role author
dc.contributor.author.fl_str_mv Kogawa, João Marcos Mateus
dc.subject.por.fl_str_mv discourse analysis
statement
laconism
myth
enunciation modality
análise do discurso
enunciado
laconismo
mito
modalidade enunciativa
topic discourse analysis
statement
laconism
myth
enunciation modality
análise do discurso
enunciado
laconismo
mito
modalidade enunciativa
description Current paper investigates the construction of a particular kind of statement called laconism. The discursive form is constructed by an enunciation modality that aggregates military, religious and economic spaces, and is characterized by ‘tell more in fewer words’. It is the hallmark of Greek civilization and typical of Christ’s universal phrases. The enunciation structure is basic and omnipresent in the myth construction within consumer society. Current investigation deals with the advertising discourse, more particularly, Coca-Cola advertisings, as a contemporary myth. French Discourse Analysis coupled to Foucault’s and Barthes’s works foreground the essay.
publishDate 2014
dc.date.none.fl_str_mv 2014-11-14
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Análise do Discurso
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://www.periodicos.uem.br/ojs/index.php/ActaSciLangCult/article/view/22784
10.4025/actascilangcult.v36i4.22784
url http://www.periodicos.uem.br/ojs/index.php/ActaSciLangCult/article/view/22784
identifier_str_mv 10.4025/actascilangcult.v36i4.22784
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv http://www.periodicos.uem.br/ojs/index.php/ActaSciLangCult/article/view/22784/pdf_42
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 Universidade Estadual De Maringá
publisher.none.fl_str_mv Universidade Estadual De Maringá
dc.source.none.fl_str_mv Acta Scientiarum. Language and Culture; Vol 36 No 4 (2014); 365-374
Acta Scientiarum. Language and Culture; v. 36 n. 4 (2014); 365-374
1983-4683
1983-4675
reponame:Acta Scientiarum. Language and Culture (Online)
instname:Universidade Estadual de Maringá (UEM)
instacron:UEM
instname_str Universidade Estadual de Maringá (UEM)
instacron_str UEM
institution UEM
reponame_str Acta Scientiarum. Language and Culture (Online)
collection Acta Scientiarum. Language and Culture (Online)
repository.name.fl_str_mv Acta Scientiarum. Language and Culture (Online) - Universidade Estadual de Maringá (UEM)
repository.mail.fl_str_mv ||actalan@uem.br
_version_ 1799317465327468544

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