OS EFEITOS DE SENTIDO DO "LAR" NO CONTEXTO DE ISOLAMENTO SOCIAL E AS RELAÇÕES DE GÊNERO NUMA PROPAGANDA DE CERVEJA

• Autor(a) principal: Silva, Maria Alice Costa da
• Data de Publicação: 2022
• Outros Autores: Narzetti, Claudiana
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Travessias Interativas
• Texto Completo: https://periodicos.ufs.br/Travessias/article/view/17000
• topic: Análise do Discurso; Estudos de Gênero; Propaganda de Cerveja; Pandemia; Discourse Analysis; Gender studies; Beer advertisement; Pandemic

This article analyzes, based on the theoretical-methodological framework of Discourse Analysis, from Michel Pêcheux, two advertisements that are part of the advertising campaign for Petra Origin beer (2020). The campaign, entitled "Lar Doce Bar", is developed at an atypical moment for the sale of non-essential consumer products (COVID-19 pandemic) and draws attention for being different from the beer advertising segment, which seeks to associate the product with the image of women. The analysis focused on the third part of the campaign, which presents the discursive genre of advertisement itself, summarizing the purpose of the campaign – the bar at home – and the gender relations. The article set out to analyze the production conditions related to the appearance of the advertising campaign, which have a strong implication in the speech(s) mobilized in it, the meaning effects of “lar” in the context of a pandemic as represented in the discourse of advertisements and, finally, the discourse(s) sustained in advertisements about identities and gender relations in relation to the interdiscourse. The results showed several aspects about a possible new beer advertising model.