Cenografias e ethos institucional no discurso publicitário infantil do McDonald's
Autor(a) principal: | |
---|---|
Data de Publicação: | 2018 |
Tipo de documento: | Dissertação |
Idioma: | por |
Título da fonte: | Repositório Institucional da Universidade Federal do Espírito Santo (riUfes) |
Texto Completo: | http://repositorio.ufes.br/handle/10/10678 |
Resumo: | Considering that the advertising discourse directed at the children's audience can be pointed out as one of the main factors responsible for the high number of sales of the company McDonald's, and also that this segment is also being restricted by the current legislation, the research proposes to analyze, the discursive strategies in McLanche Happy ads. Since 1979 the company has been linking the product to characters from the children's world, however, we have selected three McLanche Feliz ads that are being broadcast in the years 2015, 2016 and 2017 for analysis. The theoretical perspective to be used to carry out this study is the French Discourse Analysis, with Dominique Maingueneau (1997, 2004, 2008, 2013 and 2015) and in the interdiscourse, scenography and ethos categories the basis for analysis. It is believed that by giving voice to characters from children's movies and stories, McLanche Feliz's commercials feature persuasive scenarios that include space, time, and enunciators that corroborate to build an institutional ethos of the brand to which it intends to identify its target audience. With this work, it is hoped to shed light on the strategies and limits of publicity aimed at the children's audience, as well as how they seek the adherence of children in training. |
id |
UFES_2dcfa37603e8f46ed73d2b933696a4e1 |
---|---|
oai_identifier_str |
oai:repositorio.ufes.br:10/10678 |
network_acronym_str |
UFES |
network_name_str |
Repositório Institucional da Universidade Federal do Espírito Santo (riUfes) |
repository_id_str |
2108 |
spelling |
Costa, Júlia Maria Almeida daFigueira, Luís Fernando BulhõesLemos, Letícia da SilvaOliveira, Roberto Perobelli deStafuzza, Grenissa Bonvino2018-12-20T13:36:47Z2018-12-202018-12-20T13:36:47Z2018-06-28Considering that the advertising discourse directed at the children's audience can be pointed out as one of the main factors responsible for the high number of sales of the company McDonald's, and also that this segment is also being restricted by the current legislation, the research proposes to analyze, the discursive strategies in McLanche Happy ads. Since 1979 the company has been linking the product to characters from the children's world, however, we have selected three McLanche Feliz ads that are being broadcast in the years 2015, 2016 and 2017 for analysis. The theoretical perspective to be used to carry out this study is the French Discourse Analysis, with Dominique Maingueneau (1997, 2004, 2008, 2013 and 2015) and in the interdiscourse, scenography and ethos categories the basis for analysis. It is believed that by giving voice to characters from children's movies and stories, McLanche Feliz's commercials feature persuasive scenarios that include space, time, and enunciators that corroborate to build an institutional ethos of the brand to which it intends to identify its target audience. With this work, it is hoped to shed light on the strategies and limits of publicity aimed at the children's audience, as well as how they seek the adherence of children in training.Considerando que o discurso publicitário direcionado para o público infantil tem forte impacto nas vendas do McDonald’s e que este segmento vem sofrendo restrições pela legislação vigente, a pesquisa propõe analisar, frente a essas condições, as estratégias discursivas em anúncios do McLanche Feliz. Desde 1979, a empresa relaciona o produto a personagens do mundo infantil, assim selecionamos três anúncios do McLanche Feliz veiculados nos anos de 2015, 2016 e 2017 para a análise. A perspectiva teórica a ser utilizada para realizar esse estudo é a Análise do Discurso Francesa, tendo sobretudo no trabalho de Dominique Maingueneau (1997, 2004, 2008, 2013 e 2015) e nas categorias de interdiscurso, cenografia e ethos discursivo o seu embasamento para análise. Ao dar voz a personagens de filmes e histórias infantis, os anúncios publicitários do McLanche Feliz apresentam cenografias persuasivas, corroborando para construir um ethos institucional da marca com o qual pretende identificar seu público-alvo. Com este trabalho, acreditamos ter lançado luz sobre as estratégias e limites da publicidade voltada para o público infantil, bem como para o modo como buscam a adesão de crianças em período de formação.Texthttp://repositorio.ufes.br/handle/10/10678porUniversidade Federal do Espírito SantoMestrado em Estudos LinguísticosPrograma de Pós-Graduação em LinguísticaUFESBRDiscourse analysisScenographyInterdiscourseChildren's advertisingInterdiscursoPublicidade infantilPublicidadeAnálise do discursoCenografiaEthosMcDonald's CorporationLinguística80Cenografias e ethos institucional no discurso publicitário infantil do McDonald'sinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisinfo:eu-repo/semantics/openAccessreponame:Repositório Institucional da Universidade Federal do Espírito Santo (riUfes)instname:Universidade Federal do Espírito Santo (UFES)instacron:UFESORIGINALtese_12194_Dissertação versaofinal.pdfapplication/pdf2553835http://repositorio.ufes.br/bitstreams/53b0d231-f380-4213-ad42-8ad35a49bbd0/download30e5cbd0b070b0fcfd7daec6181d9878MD5110/106782024-07-01 20:21:06.861oai:repositorio.ufes.br:10/10678http://repositorio.ufes.brRepositório InstitucionalPUBhttp://repositorio.ufes.br/oai/requestopendoar:21082024-07-01T20:21:06Repositório Institucional da Universidade Federal do Espírito Santo (riUfes) - Universidade Federal do Espírito Santo (UFES)false |
dc.title.none.fl_str_mv |
Cenografias e ethos institucional no discurso publicitário infantil do McDonald's |
title |
Cenografias e ethos institucional no discurso publicitário infantil do McDonald's |
spellingShingle |
Cenografias e ethos institucional no discurso publicitário infantil do McDonald's Lemos, Letícia da Silva Discourse analysis Scenography Interdiscourse Children's advertising Interdiscurso Publicidade infantil Linguística Publicidade Análise do discurso Cenografia Ethos McDonald's Corporation 80 |
title_short |
Cenografias e ethos institucional no discurso publicitário infantil do McDonald's |
title_full |
Cenografias e ethos institucional no discurso publicitário infantil do McDonald's |
title_fullStr |
Cenografias e ethos institucional no discurso publicitário infantil do McDonald's |
title_full_unstemmed |
Cenografias e ethos institucional no discurso publicitário infantil do McDonald's |
title_sort |
Cenografias e ethos institucional no discurso publicitário infantil do McDonald's |
author |
Lemos, Letícia da Silva |
author_facet |
Lemos, Letícia da Silva |
author_role |
author |
dc.contributor.advisor-co1.fl_str_mv |
Costa, Júlia Maria Almeida da |
dc.contributor.advisor1.fl_str_mv |
Figueira, Luís Fernando Bulhões |
dc.contributor.author.fl_str_mv |
Lemos, Letícia da Silva |
dc.contributor.referee1.fl_str_mv |
Oliveira, Roberto Perobelli de |
dc.contributor.referee2.fl_str_mv |
Stafuzza, Grenissa Bonvino |
contributor_str_mv |
Costa, Júlia Maria Almeida da Figueira, Luís Fernando Bulhões Oliveira, Roberto Perobelli de Stafuzza, Grenissa Bonvino |
dc.subject.eng.fl_str_mv |
Discourse analysis Scenography Interdiscourse Children's advertising |
topic |
Discourse analysis Scenography Interdiscourse Children's advertising Interdiscurso Publicidade infantil Linguística Publicidade Análise do discurso Cenografia Ethos McDonald's Corporation 80 |
dc.subject.por.fl_str_mv |
Interdiscurso Publicidade infantil |
dc.subject.cnpq.fl_str_mv |
Linguística |
dc.subject.br-rjbn.none.fl_str_mv |
Publicidade Análise do discurso Cenografia Ethos McDonald's Corporation |
dc.subject.udc.none.fl_str_mv |
80 |
description |
Considering that the advertising discourse directed at the children's audience can be pointed out as one of the main factors responsible for the high number of sales of the company McDonald's, and also that this segment is also being restricted by the current legislation, the research proposes to analyze, the discursive strategies in McLanche Happy ads. Since 1979 the company has been linking the product to characters from the children's world, however, we have selected three McLanche Feliz ads that are being broadcast in the years 2015, 2016 and 2017 for analysis. The theoretical perspective to be used to carry out this study is the French Discourse Analysis, with Dominique Maingueneau (1997, 2004, 2008, 2013 and 2015) and in the interdiscourse, scenography and ethos categories the basis for analysis. It is believed that by giving voice to characters from children's movies and stories, McLanche Feliz's commercials feature persuasive scenarios that include space, time, and enunciators that corroborate to build an institutional ethos of the brand to which it intends to identify its target audience. With this work, it is hoped to shed light on the strategies and limits of publicity aimed at the children's audience, as well as how they seek the adherence of children in training. |
publishDate |
2018 |
dc.date.accessioned.fl_str_mv |
2018-12-20T13:36:47Z |
dc.date.available.fl_str_mv |
2018-12-20 2018-12-20T13:36:47Z |
dc.date.issued.fl_str_mv |
2018-06-28 |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://repositorio.ufes.br/handle/10/10678 |
url |
http://repositorio.ufes.br/handle/10/10678 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
Text |
dc.publisher.none.fl_str_mv |
Universidade Federal do Espírito Santo Mestrado em Estudos Linguísticos |
dc.publisher.program.fl_str_mv |
Programa de Pós-Graduação em Linguística |
dc.publisher.initials.fl_str_mv |
UFES |
dc.publisher.country.fl_str_mv |
BR |
publisher.none.fl_str_mv |
Universidade Federal do Espírito Santo Mestrado em Estudos Linguísticos |
dc.source.none.fl_str_mv |
reponame:Repositório Institucional da Universidade Federal do Espírito Santo (riUfes) instname:Universidade Federal do Espírito Santo (UFES) instacron:UFES |
instname_str |
Universidade Federal do Espírito Santo (UFES) |
instacron_str |
UFES |
institution |
UFES |
reponame_str |
Repositório Institucional da Universidade Federal do Espírito Santo (riUfes) |
collection |
Repositório Institucional da Universidade Federal do Espírito Santo (riUfes) |
bitstream.url.fl_str_mv |
http://repositorio.ufes.br/bitstreams/53b0d231-f380-4213-ad42-8ad35a49bbd0/download |
bitstream.checksum.fl_str_mv |
30e5cbd0b070b0fcfd7daec6181d9878 |
bitstream.checksumAlgorithm.fl_str_mv |
MD5 |
repository.name.fl_str_mv |
Repositório Institucional da Universidade Federal do Espírito Santo (riUfes) - Universidade Federal do Espírito Santo (UFES) |
repository.mail.fl_str_mv |
|
_version_ |
1804309213287022592 |