Excess, lack and strangeness in the self-regulation discourse by CONAR
Autor(a) principal: | |
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Data de Publicação: | 2017 |
Tipo de documento: | Artigo |
Idioma: | por fra |
Título da fonte: | Fórum Linguístico |
Texto Completo: | https://periodicos.ufsc.br/index.php/forum/article/view/1984-8412.2017v14nespp2524 |
Resumo: | The Advertising Self-Regulation Council (Conselho de Autorregulamentação Publicitária - CONAR) released, in 2014, an advertising campaign which drew criticism. Amid the materiality that expressed this discontentment there was a letter addressed to CONAR, which was signed by the Consumer Protection Institute (Instituto de Defesa do Consumidor - IDEC) and thirty more organizations. This letter requested the campaign discontinuation in which CONAR had allegedly assigned itself an excessive power in evaluating ethics in Brazilian advertisement. Moreover, according to the letter, CONAR had also mocked social groups’ struggles. Based on this event, this research proposes, based on Michel Pêcheux’s Discourse Analysis theories, a reflection on how the advertising self-regulation works. The discursive corpus is composed by scenes from two audiovisual advertisements called “Clown” and “Bean Stew”, and by excerpts of the aforementioned letter. This paper uses, as a theoretical and methodological approach, the concepts of saturated and gap memory (COURTINE, 1999) and connects them to the analytical procedures proposed by Ernst (2009), concerning excess, lack and strangeness. |
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Excess, lack and strangeness in the self-regulation discourse by CONARExceso, falta y extrañamiento en el discurso de autorregulacion del CONARO excesso, a falta e o estranhamento no discurso de autorregulamentação do CONARThe Advertising Self-Regulation Council (Conselho de Autorregulamentação Publicitária - CONAR) released, in 2014, an advertising campaign which drew criticism. Amid the materiality that expressed this discontentment there was a letter addressed to CONAR, which was signed by the Consumer Protection Institute (Instituto de Defesa do Consumidor - IDEC) and thirty more organizations. This letter requested the campaign discontinuation in which CONAR had allegedly assigned itself an excessive power in evaluating ethics in Brazilian advertisement. Moreover, according to the letter, CONAR had also mocked social groups’ struggles. Based on this event, this research proposes, based on Michel Pêcheux’s Discourse Analysis theories, a reflection on how the advertising self-regulation works. The discursive corpus is composed by scenes from two audiovisual advertisements called “Clown” and “Bean Stew”, and by excerpts of the aforementioned letter. This paper uses, as a theoretical and methodological approach, the concepts of saturated and gap memory (COURTINE, 1999) and connects them to the analytical procedures proposed by Ernst (2009), concerning excess, lack and strangeness.El consejo de autorregulación publicitaria (CONAR) lanzó, en el 2014, una campaña publicitaria que generó reclamaciones. Entre las materialidades de la disconformidad se encuentra una carta dirigida a CONAR firmada por el Instituto de Defensa al Consumidor (IDEC) y treinta organizaciones. Dicha carta solicitaba la suspensión de la campaña en la que CONAR se habría atribuido un poder excesivo de evaluar la ética en la publicidad brasileña y ridiculizando luchas de grupos sociales. A partir de ese hecho, la presente investigación propone, con el referencial teórico del Análisis del Discurso oriundo de Michael Pêcheux, una reflexión sobre el funcionamiento del discurso de autorregulación publicitaria. El corpus discursivo está constituido por secuencias de las propagandas audiovisuales “Palhaço” y “Feijoada”, y por fragmentos de la mencionada carta. El trabajo utiliza como vertiente teórico-metodológica los conceptos de memoria saturada y lacunar (COURTINE, 1999) y los interconecta a los procedimientos analíticos elaborados por Ernst (2009) referentes al exceso, a la falta y al extrañamiento.O Conselho de Autorregulamentação Publicitária (CONAR) lançou, em 2014, campanha publicitária que gerou reclamações. Dentre as materialidades do descontentamento está uma carta endereçada ao CONAR, assinada pelo Instituto de Defesa do Consumidor (IDEC) e trinta organizações. A carta pedia a suspensão da campanha, na qual o CONAR teria atribuído a si um poder excessivo de avaliar a ética na publicidade brasileira e ridicularizado lutas de grupos sociais. A partir desse acontecimento, a presente pesquisa propõe, com o referencial da Análise de Discurso oriunda de Michel Pêcheux, uma reflexão sobre o funcionamento do discurso de autorregulamentação publicitária. O corpus discursivo é constituído por sequências das propagandas audiovisuais “Palhaço” e "Feijoada” e por fragmentos da referida carta. O trabalho usa, como viés teórico-metodológico, os conceitos de memória saturada e lacunar (COURTINE, 1999) e os interliga aos procedimentos analíticos elaborados por Ernst (2009), concernentes ao excesso, à falta e ao estranhamento.Programa de Pós-Graduação em Linguística - UFSC2017-11-24info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionavaliado por paresapplication/pdfapplication/pdfhttps://periodicos.ufsc.br/index.php/forum/article/view/1984-8412.2017v14nespp252410.5007/1984-8412.2017v14nespp2524Fórum Linguístico; Vol. 14 (2017): Número Especial : Falta, Excesso e Estranhamento - Estudos em homenagem à Aracy Ernst; 2524-2536Fórum Linguístico; Vol. 14 (2017): Número Especial : Falta, Excesso e Estranhamento - Estudos em homenagem à Aracy Ernst; 2524-2536Fórum Linguístico; v. 14 (2017): Número Especial : Falta, Excesso e Estranhamento - Estudos em homenagem à Aracy Ernst; 2524-25361984-84121415-8698reponame:Fórum Linguísticoinstname:Universidade Federal de Santa Catarina (UFSC)instacron:UFSCporfrahttps://periodicos.ufsc.br/index.php/forum/article/view/1984-8412.2017v14nespp2524/35373https://periodicos.ufsc.br/index.php/forum/article/view/1984-8412.2017v14nespp2524/35375Copyright (c) 2017 Fórum Linguísticoinfo:eu-repo/semantics/openAccessda Silva, Renata Silveira2017-12-08T10:24:49Zoai:periodicos.ufsc.br:article/47411Revistahttps://periodicos.ufsc.br/index.php/forum/indexPUBhttps://periodicos.ufsc.br/index.php/forum/oaiportaldeperiodicos.bu@contato.ufsc.br || atilio.butturi@ufsc.br1984-84121984-8412opendoar:2023-01-12T16:40:30.379887Fórum Linguístico - Universidade Federal de Santa Catarina (UFSC)false |
dc.title.none.fl_str_mv |
Excess, lack and strangeness in the self-regulation discourse by CONAR Exceso, falta y extrañamiento en el discurso de autorregulacion del CONAR O excesso, a falta e o estranhamento no discurso de autorregulamentação do CONAR |
title |
Excess, lack and strangeness in the self-regulation discourse by CONAR |
spellingShingle |
Excess, lack and strangeness in the self-regulation discourse by CONAR da Silva, Renata Silveira |
title_short |
Excess, lack and strangeness in the self-regulation discourse by CONAR |
title_full |
Excess, lack and strangeness in the self-regulation discourse by CONAR |
title_fullStr |
Excess, lack and strangeness in the self-regulation discourse by CONAR |
title_full_unstemmed |
Excess, lack and strangeness in the self-regulation discourse by CONAR |
title_sort |
Excess, lack and strangeness in the self-regulation discourse by CONAR |
author |
da Silva, Renata Silveira |
author_facet |
da Silva, Renata Silveira |
author_role |
author |
dc.contributor.author.fl_str_mv |
da Silva, Renata Silveira |
description |
The Advertising Self-Regulation Council (Conselho de Autorregulamentação Publicitária - CONAR) released, in 2014, an advertising campaign which drew criticism. Amid the materiality that expressed this discontentment there was a letter addressed to CONAR, which was signed by the Consumer Protection Institute (Instituto de Defesa do Consumidor - IDEC) and thirty more organizations. This letter requested the campaign discontinuation in which CONAR had allegedly assigned itself an excessive power in evaluating ethics in Brazilian advertisement. Moreover, according to the letter, CONAR had also mocked social groups’ struggles. Based on this event, this research proposes, based on Michel Pêcheux’s Discourse Analysis theories, a reflection on how the advertising self-regulation works. The discursive corpus is composed by scenes from two audiovisual advertisements called “Clown” and “Bean Stew”, and by excerpts of the aforementioned letter. This paper uses, as a theoretical and methodological approach, the concepts of saturated and gap memory (COURTINE, 1999) and connects them to the analytical procedures proposed by Ernst (2009), concerning excess, lack and strangeness. |
publishDate |
2017 |
dc.date.none.fl_str_mv |
2017-11-24 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion avaliado por pares |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://periodicos.ufsc.br/index.php/forum/article/view/1984-8412.2017v14nespp2524 10.5007/1984-8412.2017v14nespp2524 |
url |
https://periodicos.ufsc.br/index.php/forum/article/view/1984-8412.2017v14nespp2524 |
identifier_str_mv |
10.5007/1984-8412.2017v14nespp2524 |
dc.language.iso.fl_str_mv |
por fra |
language |
por fra |
dc.relation.none.fl_str_mv |
https://periodicos.ufsc.br/index.php/forum/article/view/1984-8412.2017v14nespp2524/35373 https://periodicos.ufsc.br/index.php/forum/article/view/1984-8412.2017v14nespp2524/35375 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2017 Fórum Linguístico info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2017 Fórum Linguístico |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf application/pdf |
dc.publisher.none.fl_str_mv |
Programa de Pós-Graduação em Linguística - UFSC |
publisher.none.fl_str_mv |
Programa de Pós-Graduação em Linguística - UFSC |
dc.source.none.fl_str_mv |
Fórum Linguístico; Vol. 14 (2017): Número Especial : Falta, Excesso e Estranhamento - Estudos em homenagem à Aracy Ernst; 2524-2536 Fórum Linguístico; Vol. 14 (2017): Número Especial : Falta, Excesso e Estranhamento - Estudos em homenagem à Aracy Ernst; 2524-2536 Fórum Linguístico; v. 14 (2017): Número Especial : Falta, Excesso e Estranhamento - Estudos em homenagem à Aracy Ernst; 2524-2536 1984-8412 1415-8698 reponame:Fórum Linguístico instname:Universidade Federal de Santa Catarina (UFSC) instacron:UFSC |
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Universidade Federal de Santa Catarina (UFSC) |
instacron_str |
UFSC |
institution |
UFSC |
reponame_str |
Fórum Linguístico |
collection |
Fórum Linguístico |
repository.name.fl_str_mv |
Fórum Linguístico - Universidade Federal de Santa Catarina (UFSC) |
repository.mail.fl_str_mv |
portaldeperiodicos.bu@contato.ufsc.br || atilio.butturi@ufsc.br |
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1797051419507818496 |