Entrepreneur ethos and coaching scenography in an advertising

Detalhes bibliográficos
Autor(a) principal: Khalil, Lucas Martins Gama
Data de Publicação: 2022
Tipo de documento: Artigo
Idioma: por
Título da fonte: Signótica (Online)
Texto Completo: https://revistas.ufg.br/sig/article/view/70062
Resumo: This article analyzes a television commercial for a vehicle, focusing on the production of the enunciator image and constitution of the enunciation scene. The theoretical basis is Discourse Analysis, based on studies by Dominique Maingueneau (2011, 2015a, 2020) on ethos and scenography. Methodologically, it assumes that analyzing discourse is an exercise that engenders the alternation between description and interpretation, in a non-random way, as such movement is based on the imbrication between texts and their socio-historical conditions of production. It develops the hypothesis that this advertising is based on a valued representation, that of the entrepreneur. As for the enunciation scene, it was concluded that the relationship imposed by the advertising scene (company-consumer) is placed in the background, since the receiver of the advertising comes into contact with a scenography that simulates the speech scene characteristic of the coaching.
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spelling Entrepreneur ethos and coaching scenography in an advertisingEthos del empreendedor y escenografía del coaching en una pieza publicitariaEthos de empreendedor e cenografia de coaching em uma peça publicitáriaEthos. Discourse. Scenography. Advertising.Ethos. Discurso. Escenografía. Publicidad.Ethos. Discurso. Cenografia. Publicidade.This article analyzes a television commercial for a vehicle, focusing on the production of the enunciator image and constitution of the enunciation scene. The theoretical basis is Discourse Analysis, based on studies by Dominique Maingueneau (2011, 2015a, 2020) on ethos and scenography. Methodologically, it assumes that analyzing discourse is an exercise that engenders the alternation between description and interpretation, in a non-random way, as such movement is based on the imbrication between texts and their socio-historical conditions of production. It develops the hypothesis that this advertising is based on a valued representation, that of the entrepreneur. As for the enunciation scene, it was concluded that the relationship imposed by the advertising scene (company-consumer) is placed in the background, since the receiver of the advertising comes into contact with a scenography that simulates the speech scene characteristic of the coaching.Este artículo analiza un comercial de televisión para un vehículo Ford Ranger, centrándose en la producción de la imagen del enunciador y la constitución de la escena de enunciación. La base teórica es el Análisis del Discurso, basado en estudios de Dominique Maingueneau (2011, 2015a, 2020) sobre ethos y escenografía. Metodológicamente, este trabajo asume que el análisis del discurso es un ejercicio que engendra la alternancia entre descripción e interpretación, de manera no aleatoria, ya que dicho movimiento se basa en la imbricación entre los textos y sus condiciones sociohistóricas de producción. Se desarrolló la hipótesis de que la pieza publicitaria se basa en una representación valorada, la del empreendedor. En cuanto a la escena de enunciación, se concluyó que la relación que impone la escena publicitaria (empresa-consumidor) se pone en segundo plano, pues el espectador entra en contacto con una escenografía que simula la escena de habla propia del coaching.Este artigo analisa um comercial televisivo de um veículo, focalizando a produção da imagem de enunciador e a constituição da cena de enunciação. A base teórica é a Análise do Discurso, a partir de estudos de Dominique Maingueneau (2011, 2015a, 2020) sobre ethos e cenografia. Metodologicamente, parte-se do pressuposto de que analisar o discurso é um exercício que engendra a alternância entre descrição e interpretação, de modo não aleatório, na medida em que tal movimento se funda na imbricação entre os textos e suas condições sócio-históricas de produção. Desenvolveu-se a hipótese de que a peça publicitária se apoia em uma representação valorizada, a do empreendedor. Quanto à cena de enunciação, concluiu-se que a relação imposta pela cena publicitária (empresa-consumidor) é movida a um plano secundário, pois o enunciatário da propaganda entra em contato com uma cenografia que simula a cena de fala característica do coaching.Universidade Federal de Goiás2022-03-21info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://revistas.ufg.br/sig/article/view/7006210.5216/sig.v34.70062Signótica; Vol. 34 (2022); e70062Signótica; v. 34 (2022); e700622316-36900103-7250reponame:Signótica (Online)instname:Universidade Federal de Goiás (UFG)instacron:UFGporhttps://revistas.ufg.br/sig/article/view/70062/38124Copyright (c) 2022 Signóticahttps://creativecommons.org/licenses/by-sa/4.0info:eu-repo/semantics/openAccess Khalil, Lucas Martins Gama2023-10-05T00:40:07Zoai:ojs.revistas.ufg.br:article/70062Revistahttp://www.revistas.ufg.br/index.php/sig/indexPUBhttps://www.revistas.ufg.br/sig/oaisignotica@gmail.com2316-36900103-7250opendoar:2024-05-21T19:57:31.698712Signótica (Online) - Universidade Federal de Goiás (UFG)true
dc.title.none.fl_str_mv Entrepreneur ethos and coaching scenography in an advertising
Ethos del empreendedor y escenografía del coaching en una pieza publicitaria
Ethos de empreendedor e cenografia de coaching em uma peça publicitária
title Entrepreneur ethos and coaching scenography in an advertising
spellingShingle Entrepreneur ethos and coaching scenography in an advertising
Khalil, Lucas Martins Gama
Ethos. Discourse. Scenography. Advertising.
Ethos. Discurso. Escenografía. Publicidad.
Ethos. Discurso. Cenografia. Publicidade.
title_short Entrepreneur ethos and coaching scenography in an advertising
title_full Entrepreneur ethos and coaching scenography in an advertising
title_fullStr Entrepreneur ethos and coaching scenography in an advertising
title_full_unstemmed Entrepreneur ethos and coaching scenography in an advertising
title_sort Entrepreneur ethos and coaching scenography in an advertising
author Khalil, Lucas Martins Gama
author_facet Khalil, Lucas Martins Gama
author_role author
dc.contributor.author.fl_str_mv Khalil, Lucas Martins Gama
dc.subject.por.fl_str_mv Ethos. Discourse. Scenography. Advertising.
Ethos. Discurso. Escenografía. Publicidad.
Ethos. Discurso. Cenografia. Publicidade.
topic Ethos. Discourse. Scenography. Advertising.
Ethos. Discurso. Escenografía. Publicidad.
Ethos. Discurso. Cenografia. Publicidade.
description This article analyzes a television commercial for a vehicle, focusing on the production of the enunciator image and constitution of the enunciation scene. The theoretical basis is Discourse Analysis, based on studies by Dominique Maingueneau (2011, 2015a, 2020) on ethos and scenography. Methodologically, it assumes that analyzing discourse is an exercise that engenders the alternation between description and interpretation, in a non-random way, as such movement is based on the imbrication between texts and their socio-historical conditions of production. It develops the hypothesis that this advertising is based on a valued representation, that of the entrepreneur. As for the enunciation scene, it was concluded that the relationship imposed by the advertising scene (company-consumer) is placed in the background, since the receiver of the advertising comes into contact with a scenography that simulates the speech scene characteristic of the coaching.
publishDate 2022
dc.date.none.fl_str_mv 2022-03-21
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://revistas.ufg.br/sig/article/view/70062
10.5216/sig.v34.70062
url https://revistas.ufg.br/sig/article/view/70062
identifier_str_mv 10.5216/sig.v34.70062
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://revistas.ufg.br/sig/article/view/70062/38124
dc.rights.driver.fl_str_mv Copyright (c) 2022 Signótica
https://creativecommons.org/licenses/by-sa/4.0
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2022 Signótica
https://creativecommons.org/licenses/by-sa/4.0
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade Federal de Goiás
publisher.none.fl_str_mv Universidade Federal de Goiás
dc.source.none.fl_str_mv Signótica; Vol. 34 (2022); e70062
Signótica; v. 34 (2022); e70062
2316-3690
0103-7250
reponame:Signótica (Online)
instname:Universidade Federal de Goiás (UFG)
instacron:UFG
instname_str Universidade Federal de Goiás (UFG)
instacron_str UFG
institution UFG
reponame_str Signótica (Online)
collection Signótica (Online)
repository.name.fl_str_mv Signótica (Online) - Universidade Federal de Goiás (UFG)
repository.mail.fl_str_mv signotica@gmail.com
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