The sound of voices in the creative process of advertising discourse: an analysis interdiscursive

Detalhes bibliográficos
Autor(a) principal: Hansen, Fabio
Data de Publicação: 2011
Tipo de documento: Artigo
Idioma: por
Título da fonte: Signo (Santa Cruz do Sul. Online)
Texto Completo: https://online.unisc.br/seer/index.php/signo/article/view/2120
Resumo: This paper presents a reflection on the creative process of advertising discourse on the theoretical perspective of language, from the Discourse Analysis (DA). Focuses our intention to examine how diversity works in the creative process of advertising discourse. The aim of this paper is to analyze how other voices from the interdiscourse resonate in the creative process of advertising discourse. To accomplish this goal, cut discursive sequences produced from the observation of a creative process in an advertising agency and through interviews with participants in the advertising creative process. The theoretical discussion is centered on the notion interdiscourse and its interface with the communication. Thus, we demonstrate how other voices erupt and produce meaning in the creative process of advertising discourse. Soon, the externality and crossed by the heterogeneity of voices, we consider the creative process of the order of the repetition of alreadysaid.
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spelling The sound of voices in the creative process of advertising discourse: an analysis interdiscursiveO ressoar de vozes no processo criativo do discurso publicitário: uma análise interdiscursivaDiscurso publicitário. Processo criativo. Interdiscurso. Heterogeneidade. Vozes.This paper presents a reflection on the creative process of advertising discourse on the theoretical perspective of language, from the Discourse Analysis (DA). Focuses our intention to examine how diversity works in the creative process of advertising discourse. The aim of this paper is to analyze how other voices from the interdiscourse resonate in the creative process of advertising discourse. To accomplish this goal, cut discursive sequences produced from the observation of a creative process in an advertising agency and through interviews with participants in the advertising creative process. The theoretical discussion is centered on the notion interdiscourse and its interface with the communication. Thus, we demonstrate how other voices erupt and produce meaning in the creative process of advertising discourse. Soon, the externality and crossed by the heterogeneity of voices, we consider the creative process of the order of the repetition of alreadysaid.Este trabalho apresenta uma reflexão sobre o processo criativo do discurso publicitário na perspectiva teórica da linguagem, a partir da Análise de Discurso (AD). Nossa intenção incide em examinar de que modo funciona a heterogeneidade no processo criativo do discurso publicitário. O objetivo deste artigo é analisar como outras vozes provenientes do interdiscurso ressoam no processo criativo do discurso publicitário. Para cumprir tal objetivo, recortamos sequências discursivas produzidas a partir da observação de um processo criativo em uma agência de propaganda e por meio de entrevistas com publicitários participantes do processo criativo. A reflexão teórica está centrada na noção de interdiscurso e sua interface com a comunicação. Assim, demonstramos como outras vozes irrompem e produzem sentido no processo criativo do discurso publicitário. Logo, atravessado pela exterioridade e pela heterogeneidade de vozes, consideramos o processo criativo da ordem da repetição do já-dito.Edunisc2011-07-01info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://online.unisc.br/seer/index.php/signo/article/view/212010.17058/signo.v36i61.2120Signo; v. 36 n. 61 (2011): Linguagem, Tecnologia e Mídia; 139-1591982-2014reponame:Signo (Santa Cruz do Sul. Online)instname:Universidade de Santa Cruz do Sul (UNISC)instacron:UNISCporhttps://online.unisc.br/seer/index.php/signo/article/view/2120/1773Hansen, Fabioinfo:eu-repo/semantics/openAccess2018-07-26T18:03:12Zoai:ojs.online.unisc.br:article/2120Revistahttp://online.unisc.br/seer/index.php/signohttp://online.unisc.br/seer/index.php/signo/oairgabriel@unisc.br||revistasigno.unisc@gmail.com1982-20140101-1812opendoar:2018-07-26T18:03:12Signo (Santa Cruz do Sul. Online) - Universidade de Santa Cruz do Sul (UNISC)false
dc.title.none.fl_str_mv The sound of voices in the creative process of advertising discourse: an analysis interdiscursive
O ressoar de vozes no processo criativo do discurso publicitário: uma análise interdiscursiva
title The sound of voices in the creative process of advertising discourse: an analysis interdiscursive
spellingShingle The sound of voices in the creative process of advertising discourse: an analysis interdiscursive
Hansen, Fabio
Discurso publicitário. Processo criativo. Interdiscurso. Heterogeneidade. Vozes.
title_short The sound of voices in the creative process of advertising discourse: an analysis interdiscursive
title_full The sound of voices in the creative process of advertising discourse: an analysis interdiscursive
title_fullStr The sound of voices in the creative process of advertising discourse: an analysis interdiscursive
title_full_unstemmed The sound of voices in the creative process of advertising discourse: an analysis interdiscursive
title_sort The sound of voices in the creative process of advertising discourse: an analysis interdiscursive
author Hansen, Fabio
author_facet Hansen, Fabio
author_role author
dc.contributor.author.fl_str_mv Hansen, Fabio
dc.subject.por.fl_str_mv Discurso publicitário. Processo criativo. Interdiscurso. Heterogeneidade. Vozes.
topic Discurso publicitário. Processo criativo. Interdiscurso. Heterogeneidade. Vozes.
description This paper presents a reflection on the creative process of advertising discourse on the theoretical perspective of language, from the Discourse Analysis (DA). Focuses our intention to examine how diversity works in the creative process of advertising discourse. The aim of this paper is to analyze how other voices from the interdiscourse resonate in the creative process of advertising discourse. To accomplish this goal, cut discursive sequences produced from the observation of a creative process in an advertising agency and through interviews with participants in the advertising creative process. The theoretical discussion is centered on the notion interdiscourse and its interface with the communication. Thus, we demonstrate how other voices erupt and produce meaning in the creative process of advertising discourse. Soon, the externality and crossed by the heterogeneity of voices, we consider the creative process of the order of the repetition of alreadysaid.
publishDate 2011
dc.date.none.fl_str_mv 2011-07-01
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://online.unisc.br/seer/index.php/signo/article/view/2120
10.17058/signo.v36i61.2120
url https://online.unisc.br/seer/index.php/signo/article/view/2120
identifier_str_mv 10.17058/signo.v36i61.2120
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://online.unisc.br/seer/index.php/signo/article/view/2120/1773
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Edunisc
publisher.none.fl_str_mv Edunisc
dc.source.none.fl_str_mv Signo; v. 36 n. 61 (2011): Linguagem, Tecnologia e Mídia; 139-159
1982-2014
reponame:Signo (Santa Cruz do Sul. Online)
instname:Universidade de Santa Cruz do Sul (UNISC)
instacron:UNISC
instname_str Universidade de Santa Cruz do Sul (UNISC)
instacron_str UNISC
institution UNISC
reponame_str Signo (Santa Cruz do Sul. Online)
collection Signo (Santa Cruz do Sul. Online)
repository.name.fl_str_mv Signo (Santa Cruz do Sul. Online) - Universidade de Santa Cruz do Sul (UNISC)
repository.mail.fl_str_mv rgabriel@unisc.br||revistasigno.unisc@gmail.com
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