“Tem hora pra tudo”: The reframing adverstising of VIVO in “Conexão” to the isolation market
Autor(a) principal: | |
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Data de Publicação: | 2022 |
Outros Autores: | |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | Repositório Institucional da UNESP |
Texto Completo: | http://dx.doi.org/10.26512/les.v23i1.37030 http://hdl.handle.net/11449/246230 |
Resumo: | The pandemic of the new coronavirus has (re)configured several projects of saying, in the varied spheres of discursive communication. In advertising, the responses elicited were quick. An example is the utterance “Conexão” (2020), which belongs to VIVO's campaign “Tem hora pra tudo” (2018/2020), which is the corpus of the analysis. In order to interpret this advertising film in its concrete and living enunciative unit, understanding its meanings/values/positions, we resort to Bakhtinian theoretical-methodological propositions, above all to the notions of chronotope, ideological sign and utterance. Through the analysis, we found that the brand's enunciative choices resignify its campaign for the “connection” (virtual) as social value and merchandise. |
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“Tem hora pra tudo”: The reframing adverstising of VIVO in “Conexão” to the isolation market“Tem hora pra tudo: La (re)significación publicitaria de la VIVO en Conexão al mercado del aislamiento“TEM HORA PRA TUDO”: A (RES)SIGNIFICAÇÃO PUBLICITÁRIA DA VIVO EM “CONEXÃO” AO MERCADO DO ISOLAMENTOadvertising filmideological signpandemic chronotopeuterranceVIVOThe pandemic of the new coronavirus has (re)configured several projects of saying, in the varied spheres of discursive communication. In advertising, the responses elicited were quick. An example is the utterance “Conexão” (2020), which belongs to VIVO's campaign “Tem hora pra tudo” (2018/2020), which is the corpus of the analysis. In order to interpret this advertising film in its concrete and living enunciative unit, understanding its meanings/values/positions, we resort to Bakhtinian theoretical-methodological propositions, above all to the notions of chronotope, ideological sign and utterance. Through the analysis, we found that the brand's enunciative choices resignify its campaign for the “connection” (virtual) as social value and merchandise.Instituto Federal de Educação Ciência e Tecnologia do Rio Grande do NorteUniversidade Estadual Paulista – UNESP/FCLArUniversidade Estadual Paulista – UNESP/FCLArCiência e Tecnologia do Rio Grande do NorteUniversidade Estadual Paulista (UNESP)Vieira, Tacicleide DantasCamargo, Gabriella Cristina Vaz [UNESP]2023-07-29T12:35:14Z2023-07-29T12:35:14Z2022-01-01info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/article127-145http://dx.doi.org/10.26512/les.v23i1.37030Cadernos de Linguagem e Sociedade, v. 23, n. 1, p. 127-145, 2022.2179-47900104-9712http://hdl.handle.net/11449/24623010.26512/les.v23i1.370302-s2.0-85141281822Scopusreponame:Repositório Institucional da UNESPinstname:Universidade Estadual Paulista (UNESP)instacron:UNESPporCadernos de Linguagem e Sociedadeinfo:eu-repo/semantics/openAccess2023-07-29T12:35:14Zoai:repositorio.unesp.br:11449/246230Repositório InstitucionalPUBhttp://repositorio.unesp.br/oai/requestopendoar:29462023-07-29T12:35:14Repositório Institucional da UNESP - Universidade Estadual Paulista (UNESP)false |
dc.title.none.fl_str_mv |
“Tem hora pra tudo”: The reframing adverstising of VIVO in “Conexão” to the isolation market “Tem hora pra tudo: La (re)significación publicitaria de la VIVO en Conexão al mercado del aislamiento “TEM HORA PRA TUDO”: A (RES)SIGNIFICAÇÃO PUBLICITÁRIA DA VIVO EM “CONEXÃO” AO MERCADO DO ISOLAMENTO |
title |
“Tem hora pra tudo”: The reframing adverstising of VIVO in “Conexão” to the isolation market |
spellingShingle |
“Tem hora pra tudo”: The reframing adverstising of VIVO in “Conexão” to the isolation market Vieira, Tacicleide Dantas advertising film ideological sign pandemic chronotope uterrance VIVO |
title_short |
“Tem hora pra tudo”: The reframing adverstising of VIVO in “Conexão” to the isolation market |
title_full |
“Tem hora pra tudo”: The reframing adverstising of VIVO in “Conexão” to the isolation market |
title_fullStr |
“Tem hora pra tudo”: The reframing adverstising of VIVO in “Conexão” to the isolation market |
title_full_unstemmed |
“Tem hora pra tudo”: The reframing adverstising of VIVO in “Conexão” to the isolation market |
title_sort |
“Tem hora pra tudo”: The reframing adverstising of VIVO in “Conexão” to the isolation market |
author |
Vieira, Tacicleide Dantas |
author_facet |
Vieira, Tacicleide Dantas Camargo, Gabriella Cristina Vaz [UNESP] |
author_role |
author |
author2 |
Camargo, Gabriella Cristina Vaz [UNESP] |
author2_role |
author |
dc.contributor.none.fl_str_mv |
Ciência e Tecnologia do Rio Grande do Norte Universidade Estadual Paulista (UNESP) |
dc.contributor.author.fl_str_mv |
Vieira, Tacicleide Dantas Camargo, Gabriella Cristina Vaz [UNESP] |
dc.subject.por.fl_str_mv |
advertising film ideological sign pandemic chronotope uterrance VIVO |
topic |
advertising film ideological sign pandemic chronotope uterrance VIVO |
description |
The pandemic of the new coronavirus has (re)configured several projects of saying, in the varied spheres of discursive communication. In advertising, the responses elicited were quick. An example is the utterance “Conexão” (2020), which belongs to VIVO's campaign “Tem hora pra tudo” (2018/2020), which is the corpus of the analysis. In order to interpret this advertising film in its concrete and living enunciative unit, understanding its meanings/values/positions, we resort to Bakhtinian theoretical-methodological propositions, above all to the notions of chronotope, ideological sign and utterance. Through the analysis, we found that the brand's enunciative choices resignify its campaign for the “connection” (virtual) as social value and merchandise. |
publishDate |
2022 |
dc.date.none.fl_str_mv |
2022-01-01 2023-07-29T12:35:14Z 2023-07-29T12:35:14Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://dx.doi.org/10.26512/les.v23i1.37030 Cadernos de Linguagem e Sociedade, v. 23, n. 1, p. 127-145, 2022. 2179-4790 0104-9712 http://hdl.handle.net/11449/246230 10.26512/les.v23i1.37030 2-s2.0-85141281822 |
url |
http://dx.doi.org/10.26512/les.v23i1.37030 http://hdl.handle.net/11449/246230 |
identifier_str_mv |
Cadernos de Linguagem e Sociedade, v. 23, n. 1, p. 127-145, 2022. 2179-4790 0104-9712 10.26512/les.v23i1.37030 2-s2.0-85141281822 |
dc.language.iso.fl_str_mv |
por |
language |
por |
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Cadernos de Linguagem e Sociedade |
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info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
127-145 |
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Scopus reponame:Repositório Institucional da UNESP instname:Universidade Estadual Paulista (UNESP) instacron:UNESP |
instname_str |
Universidade Estadual Paulista (UNESP) |
instacron_str |
UNESP |
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UNESP |
reponame_str |
Repositório Institucional da UNESP |
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Repositório Institucional da UNESP |
repository.name.fl_str_mv |
Repositório Institucional da UNESP - Universidade Estadual Paulista (UNESP) |
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