Análise dialógica de propagandas para crianças: o caso do biscoito Trakinas

• Autor(a) principal: Mattos, Catharine Piai de [UNESP]
• Data de Publicação: 2013
• Tipo de documento: Trabalho de conclusão de curso
• Idioma: por
• Título da fonte: Repositório Institucional da UNESP
• Texto Completo: http://hdl.handle.net/11449/155048; http://www.athena.biblioteca.unesp.br/exlibris/bd/capelo/2017-09-14/000746661.pdf
• topic: Bakhtin, M. M Mikhail Mikhailovich 1895-1975; Dialogismo (Análise literária); Ideologia; Ideology

This paper proposes a dialogic analysis of advertisements for children. For this purpose, two advertisement videos for Trakinas cookies were chosen, analysing them through the theoretical and methodological perspective from the Bakhtin Circle's studies. For the Circle, in every discourse there are values that provoke a responsive discourse, id. est., every discourse provokes another discourse. It is assumed that the advertising genre has as aim the sale of a product or an announced service, because advertising intends to convince its interlocutor to buy the offered product. The benefits of the product/service and the interlocutor's necessities are dealt from society's ideological values, id. est., advertising can convince its consumers from their social and ideological values. It has as a specific aim to highlight the ideological values present in these advertisement videos, demonstrating the presence of doubleness of foreseen interlocutors. In other words, the starting hyphotesis is that the advertisement videos for children are made in a way of willing to reach parents and their children. From the analysis of the selected ads, Lançamento (1988) and Mãe e filha (2010), it was possible to realize that, in the former one, children are the main target, while their parents were the minor targets; in the latter one, however, parents were shown inversely priorized. Such choice of destination is explained from the study and observation of ideologies represented in both advertising movies, where, in the former one, there are strict but somehow omissive parents; while, in the latter one, there are extremely active parents and controlling in their children's lives, making choices for the children