APPOINTMENTS ABOUT NEYMAR'S ADVERTISING CONSTRUCTION IN THE COMMERCIAL “A NEW MAN ALL DAY”

• Autor(a) principal: Barth, Mauricio
• Data de Publicação: 2022
• Outros Autores: Sanfelice, Gustavo Roese
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Revista GEMInIS
• Texto Completo: https://www.revistageminis.ufscar.br/index.php/geminis/article/view/543
• topic: Publicidade; denotação; conotação; Neymar; Gillette; Advertising; denotation; connotation; Neymar; Gillette

After Brazil's elimination at the 2018 World Cup, Neymar and the brand Gillette published the commercial “Um novo homem dia”, where the athlete rebut criticism about his attitudes. The player admitted, in some points of the advertising piece, that he exaggerated certain behaviors, but, most of the time, he tried to show his pains and struggles of the athlete's life. Based on this scenario, this work established the objective of analyzing how, from the imagery-advertising point of view, the referred commercial is presented. Using Barthes' Image Rhetoric (1964), the keyframes “The fall: pain and suffering in the field”, “Just a boy” and “The rebirth: a new man” were listed, among others points, humanize the athlete Neymar, demonstrating that, despite the mishaps, the player learned from his mistakes and is now a new man.