Ambiguidade como recurso da publicidade : análise de propagandas das Havaianas

Detalhes bibliográficos
Autor(a) principal: Fonseca, Renata Barreto da
Data de Publicação: 2013
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/10/1623
Resumo: The theme of this dissertation is the use of the ambiguity associated with clichés, announcements of Havaianas. Based on the Semantic Discourse, recognizes the ambiguity as a strategy for the production of meaning, used as a source of advertising. From this theoretical perspective, the ambiguity is defined from Mari (1991, p. 75) as the bifurcation of readings that lead to distinct referential dimensions. It is known that the ambiguity is still seen as a deviation of the language, and may promote a delay in communication. However, it is always found in advertisements, as a productive resource. In a survey conducted in 2011, found that the ambiguity was found in the advertisements in women's magazines, associated with clichés, which facilitated its reception. One hypothesis is that the ads fit the wants and more expressive of the consumer, in order to promote identity with this. Through the use of clichés, marketing gains in efficiency, establishing an image of legitimacy of the product it sells. This dissertation aims at analyzing the marketing strategies of advertisements Havaianas using the feature of ambiguity. Besides deepening the theoretical discussion on the ambiguity as a resource productive language, advertisements Havaianas were analyzed taking into account the issue of history in the game with the linguistic system. So this work promotes a reflection on the relationship between advertising and the production of meaning. Therefore the analysis sought to contemplate this social-historical dimension of language. It was found that the ambiguity with the use of clichés is widely used in the language of advertising. Its use has purpose to draw attention to the focal product. The duplicity of meanings is purposeful, functioning as "bait" to attract the consumer’s attention. It was observed also that there is always an appeal to the playful aspect of language as a decoy to lead to the recognition of the advertised product. The ads work with a sense that is already enshrined in the collective use. The most literal sense always refers to the brand. It is concluded, therefore, that the ambiguity makes the consumer a productive agent, in that it identifies with the common place appointed by cliché. With this, there is the strengthening of the brand through product identification with the public. It was, therefore, from the marketing strategies that Havaianas became national “craze”. Ambiguities inserted text in the historical context of its production, approaching the text reader. This identity brought to the analyzed advertisements lightness, release, humor and grace.
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spelling Abrahão, Virginia Beatriz BaesseFonseca, Renata Barreto daCarmelino, Ana CristinaNascimento, Jarbas Vargas2015-11-23T18:57:42Z2016-06-24T06:00:07Z2013-10-142013-10-14The theme of this dissertation is the use of the ambiguity associated with clichés, announcements of Havaianas. Based on the Semantic Discourse, recognizes the ambiguity as a strategy for the production of meaning, used as a source of advertising. From this theoretical perspective, the ambiguity is defined from Mari (1991, p. 75) as the bifurcation of readings that lead to distinct referential dimensions. It is known that the ambiguity is still seen as a deviation of the language, and may promote a delay in communication. However, it is always found in advertisements, as a productive resource. In a survey conducted in 2011, found that the ambiguity was found in the advertisements in women's magazines, associated with clichés, which facilitated its reception. One hypothesis is that the ads fit the wants and more expressive of the consumer, in order to promote identity with this. Through the use of clichés, marketing gains in efficiency, establishing an image of legitimacy of the product it sells. This dissertation aims at analyzing the marketing strategies of advertisements Havaianas using the feature of ambiguity. Besides deepening the theoretical discussion on the ambiguity as a resource productive language, advertisements Havaianas were analyzed taking into account the issue of history in the game with the linguistic system. So this work promotes a reflection on the relationship between advertising and the production of meaning. Therefore the analysis sought to contemplate this social-historical dimension of language. It was found that the ambiguity with the use of clichés is widely used in the language of advertising. Its use has purpose to draw attention to the focal product. The duplicity of meanings is purposeful, functioning as "bait" to attract the consumer’s attention. It was observed also that there is always an appeal to the playful aspect of language as a decoy to lead to the recognition of the advertised product. The ads work with a sense that is already enshrined in the collective use. The most literal sense always refers to the brand. It is concluded, therefore, that the ambiguity makes the consumer a productive agent, in that it identifies with the common place appointed by cliché. With this, there is the strengthening of the brand through product identification with the public. It was, therefore, from the marketing strategies that Havaianas became national “craze”. Ambiguities inserted text in the historical context of its production, approaching the text reader. This identity brought to the analyzed advertisements lightness, release, humor and grace.O tema desta dissertação é o uso da ambiguidade associado a clichês, em anúncios das sandálias Havaianas. Tendo por base a Semântica Discursiva, reconhece-se a ambiguidade como estratégia de produção de sentido, utilizada como recurso da publicidade. Sob essa perspectiva teórica, a ambiguidade é definida a partir de Mari (1991, pág. 75) como a bifurcação de leituras que conduzem a dimensões referenciais distintas. Sabe-se que a ambiguidade ainda é vista como um desvio da linguagem, podendo promover um retardo na comunicação. No entanto, ela é sempre encontrada em anúncios publicitários, enquanto recurso produtivo. Em pesquisa realizada no ano de 2011, constatou-se que a ambiguidade era encontrada em propagandas veiculadas em revistas femininas, associada aos clichês, o que facilitava a sua recepção. Uma hipótese é o fato de as propagandas se adequarem mais aos desejos e expressões próprias do consumidor, a fim de promover identidade com este. Por meio da utilização de clichês, o marketing ganha em eficiência, estabelecendo uma imagem de legitimidade do produto que vende. Esta dissertação tem como objetivo principal analisar as estratégias de marketing das propagandas das Havaianas que utilizam o recurso da ambiguidade. Além de aprofundar a discussão teórica sobre a ambiguidade enquanto um recurso produtivo da linguagem, as propagandas das Havaianas foram analisadas levando em conta a questão da história no jogo com o sistema linguístico. Por isso o trabalho acaba por promover uma reflexão sobre a relação entre publicidade e produção de sentido. Por isso a análise procurou contemplar essa dimensão histórico-social da linguagem. Constatou-se que a ambiguidade, com o uso de clichês, é muito utilizada na linguagem da propaganda. Seu uso tem propósito de chamar a atenção para o produto focalizado. A duplicidade de sentidos é proposital, funcionando como "isca” para atrair a atenção do consumidor. Observou-se, ainda, que há sempre um apelo ao aspecto lúdico da linguagem como chamariz para conduzir ao reconhecimento do produto veiculado. Os anúncios trabalham com um sentido que já é consagrado pelo uso coletivo. O sentido mais literal sempre se refere à marca. Conclui-se, portanto, que a ambiguidade torna o consumidor um agente produtivo, na medida em que se identifica com o lugar comum apontado pelo clichê. Com isso, observa-se o fortalecimento da marca por meio da identificação do produto com o público. Foi, portanto, a partir das estratégias de marketing que as Havaianas tornaram-se “mania” nacional. As ambiguidades inseriram o texto no contexto histórico da sua produção, aproximando o texto do leitor. Essa identidade trouxe leveza, soltura, humor e graciosidade às propagandas analisadas.Texthttp://repositorio.ufes.br/handle/10/1623porUniversidade Federal do Espírito SantoMestrado em Estudos LinguísticosPrograma de Pós-Graduação em LinguísticaUFESBRAmbiguidadePublicidadeClichêsSemânticaLinguística80Ambiguidade como recurso da publicidade : análise de propagandas das Havaianasinfo: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:UFESORIGINALAmbiguidade como recurso da publicidade análise de propagandas das Havaianas.pdfAmbiguidade como recurso da publicidade análise de propagandas das Havaianas.pdfapplication/pdf1970455http://repositorio.ufes.br/bitstreams/15441f0d-da20-4dc6-bf0f-ea08d2ead87d/download787f91fbf41d74088ac2ed07d167862aMD51CC-LICENSElicense_urllicense_urltext/plain; charset=utf-849http://repositorio.ufes.br/bitstreams/71653d52-7811-47de-977c-43e69b18f62b/download4afdbb8c545fd630ea7db775da747b2fMD52license_textlicense_texttext/html; charset=utf-821328http://repositorio.ufes.br/bitstreams/e86cf618-6ee2-4d78-bfa7-05ec6b45e353/download683d9883b2ad62ac3b8bafc566b2e600MD53license_rdflicense_rdfapplication/rdf+xml; charset=utf-823148http://repositorio.ufes.br/bitstreams/1e998d58-4eec-46a8-8156-e391025de4ad/download9da0b6dfac957114c6a7714714b86306MD54LICENSElicense.txtlicense.txttext/plain; charset=utf-81748http://repositorio.ufes.br/bitstreams/2fb41d9e-219d-4772-9946-4cb7efc7f9b1/download8a4605be74aa9ea9d79846c1fba20a33MD5510/16232024-07-01 20:21:06.892oai:repositorio.ufes.br:10/1623http://repositorio.ufes.brRepositório InstitucionalPUBhttp://repositorio.ufes.br/oai/requestopendoar:21082024-07-11T14:41:42.487605Repositório Institucional da Universidade Federal do Espírito Santo (riUfes) - Universidade Federal do Espírito Santo (UFES)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
dc.title.none.fl_str_mv Ambiguidade como recurso da publicidade : análise de propagandas das Havaianas
title Ambiguidade como recurso da publicidade : análise de propagandas das Havaianas
spellingShingle Ambiguidade como recurso da publicidade : análise de propagandas das Havaianas
Fonseca, Renata Barreto da
Ambiguidade
Publicidade
Clichês
Semântica
Linguística
80
title_short Ambiguidade como recurso da publicidade : análise de propagandas das Havaianas
title_full Ambiguidade como recurso da publicidade : análise de propagandas das Havaianas
title_fullStr Ambiguidade como recurso da publicidade : análise de propagandas das Havaianas
title_full_unstemmed Ambiguidade como recurso da publicidade : análise de propagandas das Havaianas
title_sort Ambiguidade como recurso da publicidade : análise de propagandas das Havaianas
author Fonseca, Renata Barreto da
author_facet Fonseca, Renata Barreto da
author_role author
dc.contributor.advisor1.fl_str_mv Abrahão, Virginia Beatriz Baesse
dc.contributor.author.fl_str_mv Fonseca, Renata Barreto da
dc.contributor.referee1.fl_str_mv Carmelino, Ana Cristina
dc.contributor.referee2.fl_str_mv Nascimento, Jarbas Vargas
contributor_str_mv Abrahão, Virginia Beatriz Baesse
Carmelino, Ana Cristina
Nascimento, Jarbas Vargas
dc.subject.por.fl_str_mv Ambiguidade
Publicidade
Clichês
Semântica
topic Ambiguidade
Publicidade
Clichês
Semântica
Linguística
80
dc.subject.cnpq.fl_str_mv Linguística
dc.subject.udc.none.fl_str_mv 80
description The theme of this dissertation is the use of the ambiguity associated with clichés, announcements of Havaianas. Based on the Semantic Discourse, recognizes the ambiguity as a strategy for the production of meaning, used as a source of advertising. From this theoretical perspective, the ambiguity is defined from Mari (1991, p. 75) as the bifurcation of readings that lead to distinct referential dimensions. It is known that the ambiguity is still seen as a deviation of the language, and may promote a delay in communication. However, it is always found in advertisements, as a productive resource. In a survey conducted in 2011, found that the ambiguity was found in the advertisements in women's magazines, associated with clichés, which facilitated its reception. One hypothesis is that the ads fit the wants and more expressive of the consumer, in order to promote identity with this. Through the use of clichés, marketing gains in efficiency, establishing an image of legitimacy of the product it sells. This dissertation aims at analyzing the marketing strategies of advertisements Havaianas using the feature of ambiguity. Besides deepening the theoretical discussion on the ambiguity as a resource productive language, advertisements Havaianas were analyzed taking into account the issue of history in the game with the linguistic system. So this work promotes a reflection on the relationship between advertising and the production of meaning. Therefore the analysis sought to contemplate this social-historical dimension of language. It was found that the ambiguity with the use of clichés is widely used in the language of advertising. Its use has purpose to draw attention to the focal product. The duplicity of meanings is purposeful, functioning as "bait" to attract the consumer’s attention. It was observed also that there is always an appeal to the playful aspect of language as a decoy to lead to the recognition of the advertised product. The ads work with a sense that is already enshrined in the collective use. The most literal sense always refers to the brand. It is concluded, therefore, that the ambiguity makes the consumer a productive agent, in that it identifies with the common place appointed by cliché. With this, there is the strengthening of the brand through product identification with the public. It was, therefore, from the marketing strategies that Havaianas became national “craze”. Ambiguities inserted text in the historical context of its production, approaching the text reader. This identity brought to the analyzed advertisements lightness, release, humor and grace.
publishDate 2013
dc.date.submitted.none.fl_str_mv 2013-10-14
dc.date.issued.fl_str_mv 2013-10-14
dc.date.accessioned.fl_str_mv 2015-11-23T18:57:42Z
dc.date.available.fl_str_mv 2016-06-24T06:00:07Z
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dc.publisher.none.fl_str_mv Universidade Federal do Espírito Santo
Mestrado em Estudos Linguísticos
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dc.publisher.initials.fl_str_mv UFES
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publisher.none.fl_str_mv Universidade Federal do Espírito Santo
Mestrado em Estudos Linguísticos
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