Efeito-Audiência na Jornada Endossante Publicitário

Detalhes bibliográficos
Autor(a) principal: Carmo, Alex Sandro de Araujo
Data de Publicação: 2020
Tipo de documento: Tese
Idioma: por
Título da fonte: Biblioteca Digital de Teses e Dissertações do UNIOESTE
Texto Completo: http://tede.unioeste.br/handle/tede/4774
Resumo: The testimony of others about a given fact or event may be considered as the most used strategic resource along the history of advertising. Foreseeably, at a time when imperative advertising finds it difficult to sustain its effectiveness, the persuasive advertising message develops creative (non-subjective) discursive artifices with the use of celebrity endorsement to promote the sale of a specific product. From this perspective, also supported by the epistemology of Discourse Theory, the objective of this thesis aims at the effects of meaning reproduced by the practice of celebrity endorsement in advertising films that promote their own stimuli for the sale of overprocessed functional dairy foods. The theoretical bases of this work are based on the examination of the constitutive crossing of discursive practices that challenge the effects of meaning that determine the image of a healthy and beautiful body in the ideological promotional advertising practice and in the enunciation processes materialized in the narrative journey of the endorsed advertising film by celebrities. In other words, to study the selected corpus, different lines of research were used for conceptual support, such as French Discourse Analysis, especially in the postulates of Pêcheux (1993 [1969]), and Pêcheux and Fuchs (1993 [1975]) about the imaginary formations and the processes of enunciation, and the theories of Advertising Communication, especially those regarding the strategic issue of the advertising message. Thus, the conditions of production of advertising practice of advertising films with the use of endorsing strategies are understood to be subordinated to the imaginary, and the audience effect that supports (through celebrity staging) the lightness of the body as a disciplined and achieved result by actions developed from eating practices stated and announced as ideal and healthy.
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spelling Cattelan, João Carloshttp://lattes.cnpq.br/9256916603102594Ghiraldelo, Claudete Morenohttp://lattes.cnpq.br/5573327436111022Rasia, Gesualda de Lourdes dos Santoshttp://lattes.cnpq.br/4510961069193969Garcia, Dantielli Assumpçãohttp://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4518431H8Soares, Alexandre Sebastião Ferrarihttp://lattes.cnpq.br/2323106437650213http://lattes.cnpq.br/1393172482204673Carmo, Alex Sandro de Araujo2020-03-24T15:33:22Z2020-02-13CARMO, Alex Sandro de Araujo. Efeito-Audiência na Jornada Endossante Publicitário. 2020. 165 f. Tese( Doutorado em Letras) - Universidade Estadual do Oeste do Paraná, Cascavel.http://tede.unioeste.br/handle/tede/4774The testimony of others about a given fact or event may be considered as the most used strategic resource along the history of advertising. Foreseeably, at a time when imperative advertising finds it difficult to sustain its effectiveness, the persuasive advertising message develops creative (non-subjective) discursive artifices with the use of celebrity endorsement to promote the sale of a specific product. From this perspective, also supported by the epistemology of Discourse Theory, the objective of this thesis aims at the effects of meaning reproduced by the practice of celebrity endorsement in advertising films that promote their own stimuli for the sale of overprocessed functional dairy foods. The theoretical bases of this work are based on the examination of the constitutive crossing of discursive practices that challenge the effects of meaning that determine the image of a healthy and beautiful body in the ideological promotional advertising practice and in the enunciation processes materialized in the narrative journey of the endorsed advertising film by celebrities. In other words, to study the selected corpus, different lines of research were used for conceptual support, such as French Discourse Analysis, especially in the postulates of Pêcheux (1993 [1969]), and Pêcheux and Fuchs (1993 [1975]) about the imaginary formations and the processes of enunciation, and the theories of Advertising Communication, especially those regarding the strategic issue of the advertising message. Thus, the conditions of production of advertising practice of advertising films with the use of endorsing strategies are understood to be subordinated to the imaginary, and the audience effect that supports (through celebrity staging) the lightness of the body as a disciplined and achieved result by actions developed from eating practices stated and announced as ideal and healthy.Possivelmente, o testemunho de outrem sobre determinado fato e/ou acontecimento pode ser considerado como o recurso estratégico mais utilizado na história da publicidade. Não à toa, em um tempo em que a publicidade imperativa encontra dificuldades para manter sua eficácia, a mensagem persuasiva publicitária desenvolve artimanhas discursivas criativas e cativantes com o uso de endosso de celebridade para promover a venda de determinados produtos. Sob esse viés, o objetivo desta tese se desdobra no estudo, com o amparo da epistemologia da Teoria do Discurso, dos efeitos de sentido reproduzidos pela prática do endosso de celebridades em filmes publicitários que promovem estímulos suasórios para a venda de alimentos lácteos funcionais superprocessados. As bases teóricas deste trabalho estão assentadas no exame do atravessamento constitutivo de práticas discursivas que interpelam a favor de efeitos de sentido que determinam a imagem de corpo saudável e belo na prática ideológica publicitária promocional e nos processos de enunciação materializados na jornada narrativado filme publicitário endossada por celebridades. Em outras palavras, para estudar o corpus selecionado, procurou-se aporte conceitual em linhas de pesquisa distintas como a Análise do Discurso de linha francesa, principalmente, nos postulados de Pêcheux (1993 [1969]) e Pêcheux e Fuchs (1993 [1975]) acerca das formações imaginarias e dos processos de enunciação, e nas teorias da Comunicação Publicitária, em especial, aquelas com relação à gestão estratégica da prática discursiva publicitária. A essa luz, entende-se que as condições de produção da prática publicitária de filmes publicitários com a utilização de estratégias endossantes estão subordinadas ao imaginário e ao efeito-audiência que sustentam pela encenação da celebridade a leveza do corpo como o resultado disciplinado e conquistado por ações desenvolvidas a partir de práticas alimentares enunciadas e anunciadas como ideais e saudáveis.Submitted by Rosangela Silva (rosangela.silva3@unioeste.br) on 2020-03-24T15:33:22Z No. of bitstreams: 2 Tese_DoutoradoLetras_AlexCarmo.pdf: 12052161 bytes, checksum: 45204f27f33581ccc72cbe698b694e5c (MD5) license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5)Made available in DSpace on 2020-03-24T15:33:22Z (GMT). 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dc.title.por.fl_str_mv Efeito-Audiência na Jornada Endossante Publicitário
dc.title.alternative.eng.fl_str_mv The audience effect of the celebrity-endorsed advertising journey
title Efeito-Audiência na Jornada Endossante Publicitário
spellingShingle Efeito-Audiência na Jornada Endossante Publicitário
Carmo, Alex Sandro de Araujo
Prática Publicitária
Endosso de Celebridade
Materialidades Significantes
Análise de Discurso
Advertising Practice
Celebrity Endorsement
Significant Materiality
Discourse Analysis.
LINGUISTICA, LETRAS E ARTES::LINGUISTICA
title_short Efeito-Audiência na Jornada Endossante Publicitário
title_full Efeito-Audiência na Jornada Endossante Publicitário
title_fullStr Efeito-Audiência na Jornada Endossante Publicitário
title_full_unstemmed Efeito-Audiência na Jornada Endossante Publicitário
title_sort Efeito-Audiência na Jornada Endossante Publicitário
author Carmo, Alex Sandro de Araujo
author_facet Carmo, Alex Sandro de Araujo
author_role author
dc.contributor.advisor1.fl_str_mv Cattelan, João Carlos
dc.contributor.advisor1Lattes.fl_str_mv http://lattes.cnpq.br/9256916603102594
dc.contributor.referee1.fl_str_mv Ghiraldelo, Claudete Moreno
dc.contributor.referee1Lattes.fl_str_mv http://lattes.cnpq.br/5573327436111022
dc.contributor.referee2.fl_str_mv Rasia, Gesualda de Lourdes dos Santos
dc.contributor.referee2Lattes.fl_str_mv http://lattes.cnpq.br/4510961069193969
dc.contributor.referee3.fl_str_mv Garcia, Dantielli Assumpção
dc.contributor.referee3Lattes.fl_str_mv http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4518431H8
dc.contributor.referee4.fl_str_mv Soares, Alexandre Sebastião Ferrari
dc.contributor.referee4Lattes.fl_str_mv http://lattes.cnpq.br/2323106437650213
dc.contributor.authorLattes.fl_str_mv http://lattes.cnpq.br/1393172482204673
dc.contributor.author.fl_str_mv Carmo, Alex Sandro de Araujo
contributor_str_mv Cattelan, João Carlos
Ghiraldelo, Claudete Moreno
Rasia, Gesualda de Lourdes dos Santos
Garcia, Dantielli Assumpção
Soares, Alexandre Sebastião Ferrari
dc.subject.por.fl_str_mv Prática Publicitária
Endosso de Celebridade
Materialidades Significantes
Análise de Discurso
Advertising Practice
Celebrity Endorsement
Significant Materiality
Discourse Analysis.
topic Prática Publicitária
Endosso de Celebridade
Materialidades Significantes
Análise de Discurso
Advertising Practice
Celebrity Endorsement
Significant Materiality
Discourse Analysis.
LINGUISTICA, LETRAS E ARTES::LINGUISTICA
dc.subject.cnpq.fl_str_mv LINGUISTICA, LETRAS E ARTES::LINGUISTICA
description The testimony of others about a given fact or event may be considered as the most used strategic resource along the history of advertising. Foreseeably, at a time when imperative advertising finds it difficult to sustain its effectiveness, the persuasive advertising message develops creative (non-subjective) discursive artifices with the use of celebrity endorsement to promote the sale of a specific product. From this perspective, also supported by the epistemology of Discourse Theory, the objective of this thesis aims at the effects of meaning reproduced by the practice of celebrity endorsement in advertising films that promote their own stimuli for the sale of overprocessed functional dairy foods. The theoretical bases of this work are based on the examination of the constitutive crossing of discursive practices that challenge the effects of meaning that determine the image of a healthy and beautiful body in the ideological promotional advertising practice and in the enunciation processes materialized in the narrative journey of the endorsed advertising film by celebrities. In other words, to study the selected corpus, different lines of research were used for conceptual support, such as French Discourse Analysis, especially in the postulates of Pêcheux (1993 [1969]), and Pêcheux and Fuchs (1993 [1975]) about the imaginary formations and the processes of enunciation, and the theories of Advertising Communication, especially those regarding the strategic issue of the advertising message. Thus, the conditions of production of advertising practice of advertising films with the use of endorsing strategies are understood to be subordinated to the imaginary, and the audience effect that supports (through celebrity staging) the lightness of the body as a disciplined and achieved result by actions developed from eating practices stated and announced as ideal and healthy.
publishDate 2020
dc.date.accessioned.fl_str_mv 2020-03-24T15:33:22Z
dc.date.issued.fl_str_mv 2020-02-13
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/doctoralThesis
format doctoralThesis
status_str publishedVersion
dc.identifier.citation.fl_str_mv CARMO, Alex Sandro de Araujo. Efeito-Audiência na Jornada Endossante Publicitário. 2020. 165 f. Tese( Doutorado em Letras) - Universidade Estadual do Oeste do Paraná, Cascavel.
dc.identifier.uri.fl_str_mv http://tede.unioeste.br/handle/tede/4774
identifier_str_mv CARMO, Alex Sandro de Araujo. Efeito-Audiência na Jornada Endossante Publicitário. 2020. 165 f. Tese( Doutorado em Letras) - Universidade Estadual do Oeste do Paraná, Cascavel.
url http://tede.unioeste.br/handle/tede/4774
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dc.publisher.none.fl_str_mv Universidade Estadual do Oeste do Paraná
Cascavel
dc.publisher.program.fl_str_mv Programa de Pós-Graduação em Letras
dc.publisher.initials.fl_str_mv UNIOESTE
dc.publisher.country.fl_str_mv Brasil
dc.publisher.department.fl_str_mv Centro de Educação, Comunicação e Artes
publisher.none.fl_str_mv Universidade Estadual do Oeste do Paraná
Cascavel
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