MEMORY, NOSTALGIA AND ADVERTISING: THE CASE OF RETRO FOOTBALL SHIRTS

Detalhes bibliográficos
Autor(a) principal: Carvalho, Richarles Souza de
Data de Publicação: 2015
Outros Autores: Furlanetto, Maria Marta
Tipo de documento: Artigo
Idioma: por
Título da fonte: CASA: Cadernos de Semiótica Aplicada
Texto Completo: https://periodicos.fclar.unesp.br/casa/article/view/7434
Resumo: This paper, under the general background of the French Discourse Analysis, presents a discursive reading of the phenomenon referred as retro, that is not new for its own history, but which appears distinctly in the course of the time. We observe in advertising discourse the strong presence of retro elements, both in advertisements that sell products and use material elements of retro type, as in products whose materialities constitute them. Exploring the intersection of discursive categories with notions of social sciences, this work aims at investigating the advertising discourse as a multisemiotic manifestation that uses retro discourse, taking as an example its effect with a piece of clothing: a football shirt – theorizing the retro effect and reflecting on discursivity, memory, history, image, instances of advertising. We tried to show, yet, why football shirts can be considered as discursive materiality that amalgamates textual items within a reinterpretation of the past; eventually, it is done a proposal of typology for what we are conceptualizing as tradition discourse.
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spelling MEMORY, NOSTALGIA AND ADVERTISING: THE CASE OF RETRO FOOTBALL SHIRTSMEMÓRIA, NOSTALGIA E PUBLICIDADE: O CASO DAS CAMISAS RETRÔ DE FUTEBOLDiscourseMemoryRetroFootball shirtDiscursoMemóriaRetrôCamisa de futebolThis paper, under the general background of the French Discourse Analysis, presents a discursive reading of the phenomenon referred as retro, that is not new for its own history, but which appears distinctly in the course of the time. We observe in advertising discourse the strong presence of retro elements, both in advertisements that sell products and use material elements of retro type, as in products whose materialities constitute them. Exploring the intersection of discursive categories with notions of social sciences, this work aims at investigating the advertising discourse as a multisemiotic manifestation that uses retro discourse, taking as an example its effect with a piece of clothing: a football shirt – theorizing the retro effect and reflecting on discursivity, memory, history, image, instances of advertising. We tried to show, yet, why football shirts can be considered as discursive materiality that amalgamates textual items within a reinterpretation of the past; eventually, it is done a proposal of typology for what we are conceptualizing as tradition discourse.Este trabalho, seguindo as coordenadas gerais da Análise de Discurso de linha francesa, apresenta uma leitura discursiva do fenômeno designado como retrô, não novo por sua própria história, mas que se mostra distintamente no decurso do tempo. Observamos no discurso publicitário a presença marcante dos elementos retrô, tanto em propagandas que vendem produtos e se valem de materialidades de caráter retrô, como em produtos que se constituem nessas materialidades. Explorando o cruzamento de categorias discursivas com noções das ciências sociais, o artigo tem como objetivo, a par de teorizar o efeito retrô – refletindo sobre discursividade, memória, história, imagem, instâncias da publicidade –, investigar o discurso publicitário como manifestação multissemiótica que lança mão do discurso retrô, exemplificando seu efeito com uma peça de indumentária: a camisa de futebol. Buscamos mostrar, ainda, por que se pode considerar camisas de futebol como materialidade discursiva que amalgama itens textuais numa reinterpretação do passado; finalmente, é feita uma proposta de tipologia para o que estamos chamando de discurso da tradição.Laboratório Editorial FCL-UNESP | Letraria2015-08-26info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://periodicos.fclar.unesp.br/casa/article/view/743410.21709/casa.v13i1.7434CASA: Cadernos de Semiótica Aplicada; v. 13 n. 1 (2015); 189-2251679-340410.21709/casa.v13i1reponame:CASA: Cadernos de Semiótica Aplicadainstname:Universidade Estadual Paulista (UNESP)instacron:UNESPporhttps://periodicos.fclar.unesp.br/casa/article/view/7434/544510.21709/casa.v13i1.7434.g5445Copyright (c) 2015 CASA: Cadernos de Semiótica Aplicadainfo:eu-repo/semantics/openAccessCarvalho, Richarles Souza deFurlanetto, Maria Marta2015-08-27T14:53:15Zoai:ojs.pkp.sfu.ca:article/7434Revistahttps://periodicos.fclar.unesp.br/casa/indexPUBhttps://periodicos.fclar.unesp.br/casa/oaicasa@fclar.unesp.br1679-34041679-3404opendoar:2023-01-12T16:38:49.428116CASA: Cadernos de Semiótica Aplicada - Universidade Estadual Paulista (UNESP)false
dc.title.none.fl_str_mv MEMORY, NOSTALGIA AND ADVERTISING: THE CASE OF RETRO FOOTBALL SHIRTS
MEMÓRIA, NOSTALGIA E PUBLICIDADE: O CASO DAS CAMISAS RETRÔ DE FUTEBOL
title MEMORY, NOSTALGIA AND ADVERTISING: THE CASE OF RETRO FOOTBALL SHIRTS
spellingShingle MEMORY, NOSTALGIA AND ADVERTISING: THE CASE OF RETRO FOOTBALL SHIRTS
Carvalho, Richarles Souza de
Discourse
Memory
Retro
Football shirt
Discurso
Memória
Retrô
Camisa de futebol
title_short MEMORY, NOSTALGIA AND ADVERTISING: THE CASE OF RETRO FOOTBALL SHIRTS
title_full MEMORY, NOSTALGIA AND ADVERTISING: THE CASE OF RETRO FOOTBALL SHIRTS
title_fullStr MEMORY, NOSTALGIA AND ADVERTISING: THE CASE OF RETRO FOOTBALL SHIRTS
title_full_unstemmed MEMORY, NOSTALGIA AND ADVERTISING: THE CASE OF RETRO FOOTBALL SHIRTS
title_sort MEMORY, NOSTALGIA AND ADVERTISING: THE CASE OF RETRO FOOTBALL SHIRTS
author Carvalho, Richarles Souza de
author_facet Carvalho, Richarles Souza de
Furlanetto, Maria Marta
author_role author
author2 Furlanetto, Maria Marta
author2_role author
dc.contributor.author.fl_str_mv Carvalho, Richarles Souza de
Furlanetto, Maria Marta
dc.subject.por.fl_str_mv Discourse
Memory
Retro
Football shirt
Discurso
Memória
Retrô
Camisa de futebol
topic Discourse
Memory
Retro
Football shirt
Discurso
Memória
Retrô
Camisa de futebol
description This paper, under the general background of the French Discourse Analysis, presents a discursive reading of the phenomenon referred as retro, that is not new for its own history, but which appears distinctly in the course of the time. We observe in advertising discourse the strong presence of retro elements, both in advertisements that sell products and use material elements of retro type, as in products whose materialities constitute them. Exploring the intersection of discursive categories with notions of social sciences, this work aims at investigating the advertising discourse as a multisemiotic manifestation that uses retro discourse, taking as an example its effect with a piece of clothing: a football shirt – theorizing the retro effect and reflecting on discursivity, memory, history, image, instances of advertising. We tried to show, yet, why football shirts can be considered as discursive materiality that amalgamates textual items within a reinterpretation of the past; eventually, it is done a proposal of typology for what we are conceptualizing as tradition discourse.
publishDate 2015
dc.date.none.fl_str_mv 2015-08-26
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/7434
10.21709/casa.v13i1.7434
url https://periodicos.fclar.unesp.br/casa/article/view/7434
identifier_str_mv 10.21709/casa.v13i1.7434
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://periodicos.fclar.unesp.br/casa/article/view/7434/5445
10.21709/casa.v13i1.7434.g5445
dc.rights.driver.fl_str_mv Copyright (c) 2015 CASA: Cadernos de Semiótica Aplicada
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2015 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. 13 n. 1 (2015); 189-225
1679-3404
10.21709/casa.v13i1
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
_version_ 1797051219676495872

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