Buy Che Guevara's soap - analysis of publicitary appropriation of revolutionary simbols and discourses

Detalhes bibliográficos
Autor(a) principal: Hernandes, Nilton
Data de Publicação: 2008
Tipo de documento: Artigo
Idioma: por
Título da fonte: CASA: Cadernos de Semiótica Aplicada
Texto Completo: https://periodicos.fclar.unesp.br/casa/article/view/1120
Resumo: This study aims to verify how anti-capitalist symbols and facts, such as the pictures of Fidel Castro, Gandhi, or the sickle and the hammer, are transformed into texts which reaffirm consume. We analyze how a picture of Che Guevara, for instance, one of the best images of insubordination against the capitalist system, is used in the back cover of a magazine to announce the advantages of a home cleansing product. The analysis of the mechanisms of production of meaning are accomplished in accordance with the French semiotics, namely the one developed by A.J. Greimas and his Brazilian followers. We will use the Russian semiotics, namely some texts by I.M. Lótman, attempting to verify the role of publicity and its relation with culture. We will also apply some teachings of Mikhail Bakhtin about intertextuality.
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spelling Buy Che Guevara's soap - analysis of publicitary appropriation of revolutionary simbols and discoursesCompre o detergente do Che Guevara - análise da apropriação publicitária de símbolos e discursos revolucionáriosThis study aims to verify how anti-capitalist symbols and facts, such as the pictures of Fidel Castro, Gandhi, or the sickle and the hammer, are transformed into texts which reaffirm consume. We analyze how a picture of Che Guevara, for instance, one of the best images of insubordination against the capitalist system, is used in the back cover of a magazine to announce the advantages of a home cleansing product. The analysis of the mechanisms of production of meaning are accomplished in accordance with the French semiotics, namely the one developed by A.J. Greimas and his Brazilian followers. We will use the Russian semiotics, namely some texts by I.M. Lótman, attempting to verify the role of publicity and its relation with culture. We will also apply some teachings of Mikhail Bakhtin about intertextuality.Este trabalho procura verificar como se transformam acontecimentos e símbolos anti-capitalistas, como a imagem Fidel Castro, Gandhi, ou a foice e o martelo do comunismo em textos de reafirmação de consumo. Analisamos como a foto de Che Guevara, por exemplo, uma das mais bem acabadas representações da rebeldia contra o sistema capitalista, é utilizada na contracapa de uma revista anunciando as vantagens de um produto de limpeza. As análises dos mecanismos de produção de sentido serão realizadas com a semiótica francesa, de A. J. Greimas e seguidores brasileiros. Utilizaremos a semiótica russa, notadamente textos de I. M. Lótman, na tentativa de verificar o papel da publicidade e sua relação com a cultura. Também aplicamos alguns ensinamentos sobre intertextualidade de Mikhail Bakhtin.Laboratório Editorial FCL-UNESP | Letraria2008-11-24info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://periodicos.fclar.unesp.br/casa/article/view/112010.21709/casa.v1i1.1120CASA: Cadernos de Semiótica Aplicada; v. 1 n. 1 (2003)1679-340410.21709/casa.v1i1reponame:CASA: Cadernos de Semiótica Aplicadainstname:Universidade Estadual Paulista (UNESP)instacron:UNESPporhttps://periodicos.fclar.unesp.br/casa/article/view/1120/90910.21709/casa.v1i1.1120.g909Copyright (c) 2008 CASA: Cadernos de Semiótica Aplicadainfo:eu-repo/semantics/openAccessHernandes, Nilton2008-11-24T16:48:32Zoai:ojs.pkp.sfu.ca:article/1120Revistahttps://periodicos.fclar.unesp.br/casa/indexPUBhttps://periodicos.fclar.unesp.br/casa/oaicasa@fclar.unesp.br1679-34041679-3404opendoar:2023-01-12T16:38:40.488950CASA: Cadernos de Semiótica Aplicada - Universidade Estadual Paulista (UNESP)false
dc.title.none.fl_str_mv Buy Che Guevara's soap - analysis of publicitary appropriation of revolutionary simbols and discourses
Compre o detergente do Che Guevara - análise da apropriação publicitária de símbolos e discursos revolucionários
title Buy Che Guevara's soap - analysis of publicitary appropriation of revolutionary simbols and discourses
spellingShingle Buy Che Guevara's soap - analysis of publicitary appropriation of revolutionary simbols and discourses
Hernandes, Nilton
title_short Buy Che Guevara's soap - analysis of publicitary appropriation of revolutionary simbols and discourses
title_full Buy Che Guevara's soap - analysis of publicitary appropriation of revolutionary simbols and discourses
title_fullStr Buy Che Guevara's soap - analysis of publicitary appropriation of revolutionary simbols and discourses
title_full_unstemmed Buy Che Guevara's soap - analysis of publicitary appropriation of revolutionary simbols and discourses
title_sort Buy Che Guevara's soap - analysis of publicitary appropriation of revolutionary simbols and discourses
author Hernandes, Nilton
author_facet Hernandes, Nilton
author_role author
dc.contributor.author.fl_str_mv Hernandes, Nilton
description This study aims to verify how anti-capitalist symbols and facts, such as the pictures of Fidel Castro, Gandhi, or the sickle and the hammer, are transformed into texts which reaffirm consume. We analyze how a picture of Che Guevara, for instance, one of the best images of insubordination against the capitalist system, is used in the back cover of a magazine to announce the advantages of a home cleansing product. The analysis of the mechanisms of production of meaning are accomplished in accordance with the French semiotics, namely the one developed by A.J. Greimas and his Brazilian followers. We will use the Russian semiotics, namely some texts by I.M. Lótman, attempting to verify the role of publicity and its relation with culture. We will also apply some teachings of Mikhail Bakhtin about intertextuality.
publishDate 2008
dc.date.none.fl_str_mv 2008-11-24
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://periodicos.fclar.unesp.br/casa/article/view/1120
10.21709/casa.v1i1.1120
url https://periodicos.fclar.unesp.br/casa/article/view/1120
identifier_str_mv 10.21709/casa.v1i1.1120
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://periodicos.fclar.unesp.br/casa/article/view/1120/909
10.21709/casa.v1i1.1120.g909
dc.rights.driver.fl_str_mv Copyright (c) 2008 CASA: Cadernos de Semiótica Aplicada
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2008 CASA: Cadernos de Semiótica Aplicada
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Laboratório Editorial FCL-UNESP | Letraria
publisher.none.fl_str_mv Laboratório Editorial FCL-UNESP | Letraria
dc.source.none.fl_str_mv CASA: Cadernos de Semiótica Aplicada; v. 1 n. 1 (2003)
1679-3404
10.21709/casa.v1i1
reponame:CASA: Cadernos de Semiótica Aplicada
instname:Universidade Estadual Paulista (UNESP)
instacron:UNESP
instname_str Universidade Estadual Paulista (UNESP)
instacron_str UNESP
institution UNESP
reponame_str CASA: Cadernos de Semiótica Aplicada
collection CASA: Cadernos de Semiótica Aplicada
repository.name.fl_str_mv CASA: Cadernos de Semiótica Aplicada - Universidade Estadual Paulista (UNESP)
repository.mail.fl_str_mv casa@fclar.unesp.br
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