Propaganda e inclusão social: uma análise dialógica do discurso publicitário
Autor(a) principal: | |
---|---|
Data de Publicação: | 2011 |
Tipo de documento: | Trabalho de conclusão de curso |
Idioma: | por |
Título da fonte: | Repositório Institucional da UNESP |
Texto Completo: | http://hdl.handle.net/11449/120468 |
Resumo: | The means of mass communication are powerful tools to the spread of a concept as persuasion is a strong characteristic of discourses that gather around the sphere of communication, especially in advertising discourses. By the end of the 90’s, the advertisement “Down: the worst syndrome is prejudice”, did great success approaching prejudice / pre-concept in a subtle and innovative way, due its outstanding purpose and style inserting two boys in a carousel, one is a street child, the other a Down syndrome patient. The advertisement reveals a speak project of diffusion and spread of ideas that down syndrome patients are capable of dealing and supporting a routine full of activities, making a opposition to the campaigns and ideas that, in spite of raising the respect towards these kids, only contributed with the attenuation of their handicaps. Our objective is to investigate the presence of these social values in the quoted audio-visual material, and for that we’ve searched the contextualization of the advertisement in its own time period. The theory and methodological aspects got their base in Bakhtinian studies and concepts; we used the concepts of discourse gender, chronotope and mainly dialogism and enunciation. We analyzed the style utilized in the advertisement, the dialogue between the politically correct and the prejudice speeches, the verbal discourse of the music that flows with the progress of the enunciation, the non-verbal discourse of the photography (nostalgic, producing effects of sense in its relation with memory), the chronotope present in the utilization of the carousel and its significations. We concluded that the accession of the recipient, in it responsive comprehension of the enunciation at hand, is an effect produced by the well-succeded addition of these different types of discourses |
id |
UNSP_0099692998fe8554da8694cecaf473f5 |
---|---|
oai_identifier_str |
oai:repositorio.unesp.br:11449/120468 |
network_acronym_str |
UNSP |
network_name_str |
Repositório Institucional da UNESP |
repository_id_str |
2946 |
spelling |
Propaganda e inclusão social: uma análise dialógica do discurso publicitárioDialogismo (Análise literária)PreconceitosPropagandaDown, Sindrome dePrejudiceDialogismSocial VoicesAdvertisementDown SyndromeThe means of mass communication are powerful tools to the spread of a concept as persuasion is a strong characteristic of discourses that gather around the sphere of communication, especially in advertising discourses. By the end of the 90’s, the advertisement “Down: the worst syndrome is prejudice”, did great success approaching prejudice / pre-concept in a subtle and innovative way, due its outstanding purpose and style inserting two boys in a carousel, one is a street child, the other a Down syndrome patient. The advertisement reveals a speak project of diffusion and spread of ideas that down syndrome patients are capable of dealing and supporting a routine full of activities, making a opposition to the campaigns and ideas that, in spite of raising the respect towards these kids, only contributed with the attenuation of their handicaps. Our objective is to investigate the presence of these social values in the quoted audio-visual material, and for that we’ve searched the contextualization of the advertisement in its own time period. The theory and methodological aspects got their base in Bakhtinian studies and concepts; we used the concepts of discourse gender, chronotope and mainly dialogism and enunciation. We analyzed the style utilized in the advertisement, the dialogue between the politically correct and the prejudice speeches, the verbal discourse of the music that flows with the progress of the enunciation, the non-verbal discourse of the photography (nostalgic, producing effects of sense in its relation with memory), the chronotope present in the utilization of the carousel and its significations. We concluded that the accession of the recipient, in it responsive comprehension of the enunciation at hand, is an effect produced by the well-succeded addition of these different types of discoursesOs meios de comunicação de massa são poderosas ferramentas para a disseminação de um conceito, visto que a persuasão é uma forte característica dos discursos que circulam na esfera da comunicação, em especial nos discursos publicitários. No fim da década de 90, a propaganda “Down: a pior síndrome é do preconceito”, fez muito sucesso ao abordar o preconceito/pré-conceito de forma sutil e inovadora, devido à sua proposta e estilo marcantes ao inserir dois garotos descontraídos num carrossel, um deles menino de rua, o outro, portador de síndrome de Down. A propaganda revela um projeto de dizer de difusão da ideia de que pessoas com a síndrome também são capazes de manter uma rotina com muitas atividades, opondo-se às campanhas e ideias que, ao contrário de colaborar com o respeito a essas crianças, só contribuíam com a atenuação de suas deficiências. Temos como objetivo investigar a presença desses valores sociais no audiovisual citado, e para tal buscamos a contextualização da propaganda em sua época. Os aspectos teórico-metodológicos têm base em estudos e conceitos bakhtinianos; utilizamos os conceitos de gênero do discurso, crotonopo e principalmente dialogismo e enunciado. Analisamos o estilo utilizado no comercial, o diálogo entre as vozes politicamente corretas e preconceituosas, o discurso verbal da música que acompanha a progressão do enunciado, o discurso não verbal da fotografia (nostálgica, produzindo efeitos de sentido na relação com a memória), o cronotopo presente na utilização do carrossel e suas significações. Concluímos que a adesão do destinatário, na sua compreensão responsiva do enunciado em pauta, é um efeito produzido pela adição bem sucedida desses diferentes discursosUniversidade Estadual Paulista (Unesp)Mendonça, Marina Célia [UNESP]Universidade Estadual Paulista (Unesp)Peixoto, Caroline Rizzoli Marins [UNESP]2015-03-23T15:26:59Z2015-03-23T15:26:59Z2011info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/bachelorThesisapplication/pdfPEIXOTO, Caroline Rizzoli Marins. Propaganda e inclusão social: uma análise dialógica do discurso publicitário. 2011. 1 CD-ROM. Trabalho de conclusão de curso (bacharelado - Letras) - Universidade Estadual Paulista, Faculdade de Ciências e Letras de Araraquara, 2011.http://hdl.handle.net/11449/120468000686474peixoto_crm_tcc_arafcl.pdf0688738118968425Alephreponame:Repositório Institucional da UNESPinstname:Universidade Estadual Paulista (UNESP)instacron:UNESPporinfo:eu-repo/semantics/openAccess2023-12-21T06:18:37Zoai:repositorio.unesp.br:11449/120468Repositório InstitucionalPUBhttp://repositorio.unesp.br/oai/requestopendoar:29462023-12-21T06:18:37Repositório Institucional da UNESP - Universidade Estadual Paulista (UNESP)false |
dc.title.none.fl_str_mv |
Propaganda e inclusão social: uma análise dialógica do discurso publicitário |
title |
Propaganda e inclusão social: uma análise dialógica do discurso publicitário |
spellingShingle |
Propaganda e inclusão social: uma análise dialógica do discurso publicitário Peixoto, Caroline Rizzoli Marins [UNESP] Dialogismo (Análise literária) Preconceitos Propaganda Down, Sindrome de Prejudice Dialogism Social Voices Advertisement Down Syndrome |
title_short |
Propaganda e inclusão social: uma análise dialógica do discurso publicitário |
title_full |
Propaganda e inclusão social: uma análise dialógica do discurso publicitário |
title_fullStr |
Propaganda e inclusão social: uma análise dialógica do discurso publicitário |
title_full_unstemmed |
Propaganda e inclusão social: uma análise dialógica do discurso publicitário |
title_sort |
Propaganda e inclusão social: uma análise dialógica do discurso publicitário |
author |
Peixoto, Caroline Rizzoli Marins [UNESP] |
author_facet |
Peixoto, Caroline Rizzoli Marins [UNESP] |
author_role |
author |
dc.contributor.none.fl_str_mv |
Mendonça, Marina Célia [UNESP] Universidade Estadual Paulista (Unesp) |
dc.contributor.author.fl_str_mv |
Peixoto, Caroline Rizzoli Marins [UNESP] |
dc.subject.por.fl_str_mv |
Dialogismo (Análise literária) Preconceitos Propaganda Down, Sindrome de Prejudice Dialogism Social Voices Advertisement Down Syndrome |
topic |
Dialogismo (Análise literária) Preconceitos Propaganda Down, Sindrome de Prejudice Dialogism Social Voices Advertisement Down Syndrome |
description |
The means of mass communication are powerful tools to the spread of a concept as persuasion is a strong characteristic of discourses that gather around the sphere of communication, especially in advertising discourses. By the end of the 90’s, the advertisement “Down: the worst syndrome is prejudice”, did great success approaching prejudice / pre-concept in a subtle and innovative way, due its outstanding purpose and style inserting two boys in a carousel, one is a street child, the other a Down syndrome patient. The advertisement reveals a speak project of diffusion and spread of ideas that down syndrome patients are capable of dealing and supporting a routine full of activities, making a opposition to the campaigns and ideas that, in spite of raising the respect towards these kids, only contributed with the attenuation of their handicaps. Our objective is to investigate the presence of these social values in the quoted audio-visual material, and for that we’ve searched the contextualization of the advertisement in its own time period. The theory and methodological aspects got their base in Bakhtinian studies and concepts; we used the concepts of discourse gender, chronotope and mainly dialogism and enunciation. We analyzed the style utilized in the advertisement, the dialogue between the politically correct and the prejudice speeches, the verbal discourse of the music that flows with the progress of the enunciation, the non-verbal discourse of the photography (nostalgic, producing effects of sense in its relation with memory), the chronotope present in the utilization of the carousel and its significations. We concluded that the accession of the recipient, in it responsive comprehension of the enunciation at hand, is an effect produced by the well-succeded addition of these different types of discourses |
publishDate |
2011 |
dc.date.none.fl_str_mv |
2011 2015-03-23T15:26:59Z 2015-03-23T15:26:59Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/bachelorThesis |
format |
bachelorThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
PEIXOTO, Caroline Rizzoli Marins. Propaganda e inclusão social: uma análise dialógica do discurso publicitário. 2011. 1 CD-ROM. Trabalho de conclusão de curso (bacharelado - Letras) - Universidade Estadual Paulista, Faculdade de Ciências e Letras de Araraquara, 2011. http://hdl.handle.net/11449/120468 000686474 peixoto_crm_tcc_arafcl.pdf 0688738118968425 |
identifier_str_mv |
PEIXOTO, Caroline Rizzoli Marins. Propaganda e inclusão social: uma análise dialógica do discurso publicitário. 2011. 1 CD-ROM. Trabalho de conclusão de curso (bacharelado - Letras) - Universidade Estadual Paulista, Faculdade de Ciências e Letras de Araraquara, 2011. 000686474 peixoto_crm_tcc_arafcl.pdf 0688738118968425 |
url |
http://hdl.handle.net/11449/120468 |
dc.language.iso.fl_str_mv |
por |
language |
por |
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 |
Universidade Estadual Paulista (Unesp) |
publisher.none.fl_str_mv |
Universidade Estadual Paulista (Unesp) |
dc.source.none.fl_str_mv |
Aleph reponame:Repositório Institucional da UNESP instname:Universidade Estadual Paulista (UNESP) instacron:UNESP |
instname_str |
Universidade Estadual Paulista (UNESP) |
instacron_str |
UNESP |
institution |
UNESP |
reponame_str |
Repositório Institucional da UNESP |
collection |
Repositório Institucional da UNESP |
repository.name.fl_str_mv |
Repositório Institucional da UNESP - Universidade Estadual Paulista (UNESP) |
repository.mail.fl_str_mv |
|
_version_ |
1799965353429696512 |