Soccer, peace and war: dissonant directions speeches from two advertising pieces in the year of 2010 Soccer WorldCup - doi: 10.4025/reveducfis.v22i3.10064

Detalhes bibliográficos
Autor(a) principal: Godoi, Marcos Roberto
Data de Publicação: 2011
Tipo de documento: Artigo
Idioma: por
Título da fonte: Journal of Physical Education (Maringá)
Texto Completo: https://periodicos.uem.br/ojs/index.php/RevEducFis/article/view/10064
Resumo: The purpose of this article was to examine two advertisements that circulated on Brazilian television in the pre-World Cup 2010, seeking to identify the discursive strategies and understand the cultural and ideological discourses that anchored such. The analysis was developed based on discourse analysis and semiology. Among the main results, we emphasize that: one commercial uses is the discourse of sport as an element capable of promoting peace, even between two people in cultural conflict; the other uses the metaphor of war, both in sport and in life, for the achievement of victory. Soccer would be the element of cultural and ideological able to mobilize these dissonant meanings.
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spelling Soccer, peace and war: dissonant directions speeches from two advertising pieces in the year of 2010 Soccer WorldCup - doi: 10.4025/reveducfis.v22i3.10064Futebol, paz e guerra: sentidos dissonantes nos discursos duas peças publicitárias no ano da copa 2010 - doi: 10.4025/reveducfis.v22i3.10064SoccerAdvertisingWorld CupSoccerAdvertisingFutebolPublicidadeCopa do mundoFutebolPublicidadeThe purpose of this article was to examine two advertisements that circulated on Brazilian television in the pre-World Cup 2010, seeking to identify the discursive strategies and understand the cultural and ideological discourses that anchored such. The analysis was developed based on discourse analysis and semiology. Among the main results, we emphasize that: one commercial uses is the discourse of sport as an element capable of promoting peace, even between two people in cultural conflict; the other uses the metaphor of war, both in sport and in life, for the achievement of victory. Soccer would be the element of cultural and ideological able to mobilize these dissonant meanings.O propósito deste artigo foi analisar duas publicidades que circularam na televisão brasileira no período pré-Copa do Mundo 2010, buscando identificar as estratégias discursivas utilizadas e compreender os aspectos culturais e ideológicos que ancoraram tais discursos. A análise foi desenvolvida com base na Análise de Discurso e na Semiologia. Entre os principais resultados destacamos que uma das propagandas utiliza-se do discurso do esporte como elemento capaz de promover a paz, mesmo entre dois povos culturalmente em conflito,ao passo que a outra se utiliza da metáfora da guerra, tanto no esporte quanto na vida, para a conquista da vitória. O futebol seria o elemento cultural e ideológico capaz de mobilizar estes sentidos dissonantes.Department of Physical Education - State University of Maringá (UEM), Maringá-PR, Brazil2011-08-24info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionDiscourse analisys and semiologyAnálise do discursoapplication/pdfapplication/mswordhttps://periodicos.uem.br/ojs/index.php/RevEducFis/article/view/10064Journal of Physical Education; Vol 22 No 3 (2011); 373-385Journal of Physical Education; Vol. 22 Núm. 3 (2011); 373-385Journal of Physical Education; v. 22 n. 3 (2011); 373-3852448-2455reponame:Journal of Physical Education (Maringá)instname:Universidade Estadual de Maringá (UEM)instacron:UEMporhttps://periodicos.uem.br/ojs/index.php/RevEducFis/article/view/10064/7764https://periodicos.uem.br/ojs/index.php/RevEducFis/article/view/10064/751375141040Godoi, Marcos Robertoinfo:eu-repo/semantics/openAccess2023-01-10T15:38:00Zoai:periodicos.uem.br/ojs:article/10064Revistahttp://periodicos.uem.br/ojs/index.php/RevEducFis/indexPUBhttps://old.scielo.br/oai/scielo-oai.php||revdef@uem.br2448-24552448-2455opendoar:2023-01-10T15:38Journal of Physical Education (Maringá) - Universidade Estadual de Maringá (UEM)false
dc.title.none.fl_str_mv Soccer, peace and war: dissonant directions speeches from two advertising pieces in the year of 2010 Soccer WorldCup - doi: 10.4025/reveducfis.v22i3.10064
Futebol, paz e guerra: sentidos dissonantes nos discursos duas peças publicitárias no ano da copa 2010 - doi: 10.4025/reveducfis.v22i3.10064
title Soccer, peace and war: dissonant directions speeches from two advertising pieces in the year of 2010 Soccer WorldCup - doi: 10.4025/reveducfis.v22i3.10064
spellingShingle Soccer, peace and war: dissonant directions speeches from two advertising pieces in the year of 2010 Soccer WorldCup - doi: 10.4025/reveducfis.v22i3.10064
Godoi, Marcos Roberto
Soccer
Advertising
World Cup
Soccer
Advertising
Futebol
Publicidade
Copa do mundo
Futebol
Publicidade
title_short Soccer, peace and war: dissonant directions speeches from two advertising pieces in the year of 2010 Soccer WorldCup - doi: 10.4025/reveducfis.v22i3.10064
title_full Soccer, peace and war: dissonant directions speeches from two advertising pieces in the year of 2010 Soccer WorldCup - doi: 10.4025/reveducfis.v22i3.10064
title_fullStr Soccer, peace and war: dissonant directions speeches from two advertising pieces in the year of 2010 Soccer WorldCup - doi: 10.4025/reveducfis.v22i3.10064
title_full_unstemmed Soccer, peace and war: dissonant directions speeches from two advertising pieces in the year of 2010 Soccer WorldCup - doi: 10.4025/reveducfis.v22i3.10064
title_sort Soccer, peace and war: dissonant directions speeches from two advertising pieces in the year of 2010 Soccer WorldCup - doi: 10.4025/reveducfis.v22i3.10064
author Godoi, Marcos Roberto
author_facet Godoi, Marcos Roberto
author_role author
dc.contributor.author.fl_str_mv Godoi, Marcos Roberto
dc.subject.por.fl_str_mv Soccer
Advertising
World Cup
Soccer
Advertising
Futebol
Publicidade
Copa do mundo
Futebol
Publicidade
topic Soccer
Advertising
World Cup
Soccer
Advertising
Futebol
Publicidade
Copa do mundo
Futebol
Publicidade
description The purpose of this article was to examine two advertisements that circulated on Brazilian television in the pre-World Cup 2010, seeking to identify the discursive strategies and understand the cultural and ideological discourses that anchored such. The analysis was developed based on discourse analysis and semiology. Among the main results, we emphasize that: one commercial uses is the discourse of sport as an element capable of promoting peace, even between two people in cultural conflict; the other uses the metaphor of war, both in sport and in life, for the achievement of victory. Soccer would be the element of cultural and ideological able to mobilize these dissonant meanings.
publishDate 2011
dc.date.none.fl_str_mv 2011-08-24
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Discourse analisys and semiology
Análise do discurso
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://periodicos.uem.br/ojs/index.php/RevEducFis/article/view/10064
url https://periodicos.uem.br/ojs/index.php/RevEducFis/article/view/10064
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://periodicos.uem.br/ojs/index.php/RevEducFis/article/view/10064/7764
https://periodicos.uem.br/ojs/index.php/RevEducFis/article/view/10064/751375141040
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
application/msword
dc.publisher.none.fl_str_mv Department of Physical Education - State University of Maringá (UEM), Maringá-PR, Brazil
publisher.none.fl_str_mv Department of Physical Education - State University of Maringá (UEM), Maringá-PR, Brazil
dc.source.none.fl_str_mv Journal of Physical Education; Vol 22 No 3 (2011); 373-385
Journal of Physical Education; Vol. 22 Núm. 3 (2011); 373-385
Journal of Physical Education; v. 22 n. 3 (2011); 373-385
2448-2455
reponame:Journal of Physical Education (Maringá)
instname:Universidade Estadual de Maringá (UEM)
instacron:UEM
instname_str Universidade Estadual de Maringá (UEM)
instacron_str UEM
institution UEM
reponame_str Journal of Physical Education (Maringá)
collection Journal of Physical Education (Maringá)
repository.name.fl_str_mv Journal of Physical Education (Maringá) - Universidade Estadual de Maringá (UEM)
repository.mail.fl_str_mv ||revdef@uem.br
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