THE CONSTRUCTION OF THE ACTOR CONTEMPORARY WOMAN IN VOCÊ S/A ADVERTISEMENTS

• Autor(a) principal: de Oliveira, Raíssa Medici
• Data de Publicação: 2013
• Outros Autores: Nascimento, Edna Maria Fernandes dos Santos
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: CASA: Cadernos de Semiótica Aplicada
• Texto Completo: https://periodicos.fclar.unesp.br/casa/article/view/6102
• topic: woman; VOCÊ S/A magazine; advertisement; greimassian semiotics; actor.; mulher; revista VOCÊ S/A; publicidade; semiótica greimasiana; ator.

In this article, we aim at analysing, from the perspective of greimasian semiotic theory, how the actor contemporary woman is built in three advertisements published in the magazine VOCÊ S/A in editions of years 2001, 2004 and 2011. Although we have chosen to organize the analysis in that order, the issue of time is not the focus of our work. Our focus in this work will be on the thematic roles of wife, mother, housewife, professional and “woman”, played by the actor who, entering in conjunction with the advertised objects, can be a fulfilled wife/mother and a successful professional or, even, can be “more woman”.