Ethos in advertising discourse and discursive effects
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Data de Publicação: | 2021 |
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Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | Revista da ABRALIN (Online) |
Texto Completo: | https://revista.abralin.org/index.php/abralin/article/view/2000 |
Resumo: | This article aims to investigate the construction of the male ethos in advertising discourse based on the discursive effects they induce on the interlocutors. To carry out our study, we have as theoretical support the Semiolinguistic Discourse Analysis, a theory that considers the language subject to be made of discourse and social (CHARAUDEAU, 2010a). For the analysis, we controll the following categories: the subjects of the staging, the discursive and social identities, the generic configurations, following Charaudeau (2009; 2010a; 2010b). Regarding the methodology, we carried out an inductive research, of the analytical-discursive type, to analyze four perfume advertisements. With regard to the analysis, we used the following categories: the subjects of the staging, Charaudeau (2010a); discursive and social identities, Charaudeau (2009); generic configurations, Charaudeau (2010b). As a result, we found that the male ethos built in relation to the subjects of the staging and the discursive and social identities in perfume advertisements becomes allied to the appeal of consumption, a characteristic of the advertising discourse, its defined purpose that makes people hostage of the consumer society |
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Ethos in advertising discourse and discursive effectsEthos no discurso publicitário e os efeitos discursivosEthos masculinoDiscurso publicitárioSujeitos da encenaçãoAs identidades social e discursivaMale ethosAdvertising discourseSubjects of stagingThe social and discursive identitiesThis article aims to investigate the construction of the male ethos in advertising discourse based on the discursive effects they induce on the interlocutors. To carry out our study, we have as theoretical support the Semiolinguistic Discourse Analysis, a theory that considers the language subject to be made of discourse and social (CHARAUDEAU, 2010a). For the analysis, we controll the following categories: the subjects of the staging, the discursive and social identities, the generic configurations, following Charaudeau (2009; 2010a; 2010b). Regarding the methodology, we carried out an inductive research, of the analytical-discursive type, to analyze four perfume advertisements. With regard to the analysis, we used the following categories: the subjects of the staging, Charaudeau (2010a); discursive and social identities, Charaudeau (2009); generic configurations, Charaudeau (2010b). As a result, we found that the male ethos built in relation to the subjects of the staging and the discursive and social identities in perfume advertisements becomes allied to the appeal of consumption, a characteristic of the advertising discourse, its defined purpose that makes people hostage of the consumer societyEste artigo tem o objetivo de investigar a construção do ethos masculino no discurso publicitário a partir dos efeitos discursivos que provocam nos interlocutores. Para realizar nosso estudo, temos como aporte teórico a Análise de Discurso Semiolinguística, teoria que considera o sujeito linguageiro ser feito de discurso e ser social (CHARAUDEAU, 2010a). Para tratar o ethos masculino, partimos de Charaudeau (2013); para caracterizar o discurso publicitário, utilizamos conceitos aportados por Charaudeau (2010b). No que se refere à metodologia, realizamos uma pesquisa indutiva, do tipo analítico-discursiva, para analisar quatro anúncios publicitários de perfume. Para a análise, controlamos as seguintes categorias: os sujeitos da encenação, as identidades social e discursiva, as configurações genéricas, seguindo Charaudeau (2009; 2010a; 2010b). Como resultados, constatamos que o ethos masculino construído em relação com os sujeitos da encenação e as identidades discursiva e social em anúncios publicitários de perfume torna-se aliado ao apelo do consumo, característica própria do discurso publicitário que torna as pessoas reféns da sociedade de consumoAssociação Brasileira de Linguística2021-12-07info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionDossiês Temáticos 2021textoinfo:eu-repo/semantics/otherapplication/pdftext/xmlhttps://revista.abralin.org/index.php/abralin/article/view/200010.25189/rabralin.v20i3.2000Revista da ABRALIN; V. 20, N. 3 (2021); 858-873Revista da ABRALIN; V. 20, N. 3 (2021); 858-8730102-715810.25189/rabralin.v20i3reponame:Revista da ABRALIN (Online)instname:Universidade Federal do Paraná (UFPR)instacron:UFPRporhttps://revista.abralin.org/index.php/abralin/article/view/2000/2535https://revista.abralin.org/index.php/abralin/article/view/2000/2628Copyright (c) 2021 Lucineide Matos Lopes, Maria Margarete Fernandes de Sousainfo:eu-repo/semantics/openAccessLopes, Lucineide MatosSousa, Maria Margarete Fernandes de2022-07-18T00:46:47Zoai:ojs.revista.ojs.abralin.org:article/2000Revistahttps://revista.abralin.org/index.php/abralinPUBhttps://revista.abralin.org/index.php/abralin/oairkofreitag@uol.com.br || ra@abralin.org2178-76031678-1805opendoar:2022-07-18T00:46:47Revista da ABRALIN (Online) - Universidade Federal do Paraná (UFPR)false |
dc.title.none.fl_str_mv |
Ethos in advertising discourse and discursive effects Ethos no discurso publicitário e os efeitos discursivos |
title |
Ethos in advertising discourse and discursive effects |
spellingShingle |
Ethos in advertising discourse and discursive effects Lopes, Lucineide Matos Ethos masculino Discurso publicitário Sujeitos da encenação As identidades social e discursiva Male ethos Advertising discourse Subjects of staging The social and discursive identities |
title_short |
Ethos in advertising discourse and discursive effects |
title_full |
Ethos in advertising discourse and discursive effects |
title_fullStr |
Ethos in advertising discourse and discursive effects |
title_full_unstemmed |
Ethos in advertising discourse and discursive effects |
title_sort |
Ethos in advertising discourse and discursive effects |
author |
Lopes, Lucineide Matos |
author_facet |
Lopes, Lucineide Matos Sousa, Maria Margarete Fernandes de |
author_role |
author |
author2 |
Sousa, Maria Margarete Fernandes de |
author2_role |
author |
dc.contributor.author.fl_str_mv |
Lopes, Lucineide Matos Sousa, Maria Margarete Fernandes de |
dc.subject.por.fl_str_mv |
Ethos masculino Discurso publicitário Sujeitos da encenação As identidades social e discursiva Male ethos Advertising discourse Subjects of staging The social and discursive identities |
topic |
Ethos masculino Discurso publicitário Sujeitos da encenação As identidades social e discursiva Male ethos Advertising discourse Subjects of staging The social and discursive identities |
description |
This article aims to investigate the construction of the male ethos in advertising discourse based on the discursive effects they induce on the interlocutors. To carry out our study, we have as theoretical support the Semiolinguistic Discourse Analysis, a theory that considers the language subject to be made of discourse and social (CHARAUDEAU, 2010a). For the analysis, we controll the following categories: the subjects of the staging, the discursive and social identities, the generic configurations, following Charaudeau (2009; 2010a; 2010b). Regarding the methodology, we carried out an inductive research, of the analytical-discursive type, to analyze four perfume advertisements. With regard to the analysis, we used the following categories: the subjects of the staging, Charaudeau (2010a); discursive and social identities, Charaudeau (2009); generic configurations, Charaudeau (2010b). As a result, we found that the male ethos built in relation to the subjects of the staging and the discursive and social identities in perfume advertisements becomes allied to the appeal of consumption, a characteristic of the advertising discourse, its defined purpose that makes people hostage of the consumer society |
publishDate |
2021 |
dc.date.none.fl_str_mv |
2021-12-07 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Dossiês Temáticos 2021 texto info:eu-repo/semantics/other |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://revista.abralin.org/index.php/abralin/article/view/2000 10.25189/rabralin.v20i3.2000 |
url |
https://revista.abralin.org/index.php/abralin/article/view/2000 |
identifier_str_mv |
10.25189/rabralin.v20i3.2000 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://revista.abralin.org/index.php/abralin/article/view/2000/2535 https://revista.abralin.org/index.php/abralin/article/view/2000/2628 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2021 Lucineide Matos Lopes, Maria Margarete Fernandes de Sousa info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2021 Lucineide Matos Lopes, Maria Margarete Fernandes de Sousa |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf text/xml |
dc.publisher.none.fl_str_mv |
Associação Brasileira de Linguística |
publisher.none.fl_str_mv |
Associação Brasileira de Linguística |
dc.source.none.fl_str_mv |
Revista da ABRALIN; V. 20, N. 3 (2021); 858-873 Revista da ABRALIN; V. 20, N. 3 (2021); 858-873 0102-7158 10.25189/rabralin.v20i3 reponame:Revista da ABRALIN (Online) instname:Universidade Federal do Paraná (UFPR) instacron:UFPR |
instname_str |
Universidade Federal do Paraná (UFPR) |
instacron_str |
UFPR |
institution |
UFPR |
reponame_str |
Revista da ABRALIN (Online) |
collection |
Revista da ABRALIN (Online) |
repository.name.fl_str_mv |
Revista da ABRALIN (Online) - Universidade Federal do Paraná (UFPR) |
repository.mail.fl_str_mv |
rkofreitag@uol.com.br || ra@abralin.org |
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1798329772008275968 |