A MEMORY PARADOX: from the hiding to the seduction

• Autor(a) principal: Cattelan, João Carlos
• Data de Publicação: 2010
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: CASA: Cadernos de Semiótica Aplicada
• Texto Completo: https://periodicos.fclar.unesp.br/casa/article/view/2932
• topic: advertising discourse; commercial; women; image; memory; discurso publicitário; comercial; mulher; imagem; memória

This work intends to analyse a set of Melissa sandals advertisements and, using the Discourse Analysis approach, it aims one objective in three ways: a) it reflects about the constitution process of the chosen images and to construct sense hypotheses for the usage of each paradigmatic and syntagmatic element. In this first issue, the objective is a little pretentiously, therefore the analysis activity must be in charge of accomplishing it; b) it is proposed to explanate the intertextual and interdiscursive relation made by them and to reveal the hole that separates the previous text and the “new” one. Here, it is intended to show as “another” woman image is constructed in the used data; c) and, at last (this is perhaps the most interesting objective), it aims to show that the rupture that it is inteded to reveal about being “women”, paradoxicalally, it sacres the current value that the women find their accomplishment with a masculine partner. It can be said in another way: they intentionally breach with the memory decreed in the source texts, but, unconsciously perhaps, they ratify an even more radical memory (doxic, axiologic, cultural or ideological: it does not matter) about the way the woman inhabit the world and to make use of her body. En passant, it is made commentaries about the advertising discourse and the activity characterizes its speciality.