Texto publicitário e universo persuasivo: um olhar enunciativo para o slogan
Main Author: | |
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Publication Date: | 2017 |
Format: | Master thesis |
Language: | por |
Source: | Biblioteca de teses e dissertações da Universidade de Passo Fundo (BDTD UPF) |
Download full: | http://tede.upf.br/jspui/handle/tede/1199 |
Summary: | Persuasion, as a constituent element in human interaction and present in all cultures, is explored in various forms in the advertising genre, especially in slogans. This genre, whose text is easily memorized, consists of a repetitive expression of an idea or purpose that extols the characteristics of a product, idea, service, person, in a commercial, political, religious context. This study is justified by the diversified action of the slogan in the social environment, influencing the behavior of citizens of different age groups and cultures. The general objective of this dissertation is to analyze the slogan in the publicity text, taking as a theoretical basis the linguistics of enunciation of Émile Benveniste, in order to establish the interlocution relations between an I and a Thou, identifying the linguistic marks that denounce the persuasion. In relation to the hypotheses raised, it is worth noting, first, that the resource of persuasion occurs fundamentally through the word, through argumentative resources and, above all, in a relationship that is always intersubjective. Language, according to Benveniste, means, and this is its primordial characteristic, its original vocation that transcends and explains all the functions that it ensures in the human environment. Well before serving to communicate, language serves to live and without it, there would be neither possibility of society nor possibility of humanity. The corpus is formed by five slogans whose methodology directs the analytic work to enunciative interpretations of this genre. It is in the intersubjective relationship of tongue and language that the persuasive effect is consolidated. Although the publicity text implies multiple analyzes, considering its dual constitutive nature of language - verbal and nonverbal -, it is by appropriating the whole language to state that the subject constructs always singular meanings. More than conceiving the slogan as a text, it is necessary to unveil this statement in discursive practice, that is, as a manifestation that articulates and references the categories of person (I / you), time (now) and space (here), even if they are presented in an implicit form. The results of this study show that it is in the appropriation of language by the subject, in the inseparable relationship between form and meaning, in the subjectivity, that persuasion is constructed in and by enunciation. |
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Toldo, Claudia Stumpf58217045020http://lattes.cnpq.br/792761357335767840735559016http://lattes.cnpq.br/1009370637669276Malossi, Tailor Roberto2018-04-24T17:02:37Z2017-04-04MALOSSI, Tailor Roberto. Texto publicitário e universo persuasivo: um olhar enunciativo para o slogan. 2017. 146 f. Dissertação (Mestrado em Letras) - Universidade de Passo Fundo, Passo Fundo, RS, 2017.http://tede.upf.br/jspui/handle/tede/1199Persuasion, as a constituent element in human interaction and present in all cultures, is explored in various forms in the advertising genre, especially in slogans. This genre, whose text is easily memorized, consists of a repetitive expression of an idea or purpose that extols the characteristics of a product, idea, service, person, in a commercial, political, religious context. This study is justified by the diversified action of the slogan in the social environment, influencing the behavior of citizens of different age groups and cultures. The general objective of this dissertation is to analyze the slogan in the publicity text, taking as a theoretical basis the linguistics of enunciation of Émile Benveniste, in order to establish the interlocution relations between an I and a Thou, identifying the linguistic marks that denounce the persuasion. In relation to the hypotheses raised, it is worth noting, first, that the resource of persuasion occurs fundamentally through the word, through argumentative resources and, above all, in a relationship that is always intersubjective. Language, according to Benveniste, means, and this is its primordial characteristic, its original vocation that transcends and explains all the functions that it ensures in the human environment. Well before serving to communicate, language serves to live and without it, there would be neither possibility of society nor possibility of humanity. The corpus is formed by five slogans whose methodology directs the analytic work to enunciative interpretations of this genre. It is in the intersubjective relationship of tongue and language that the persuasive effect is consolidated. Although the publicity text implies multiple analyzes, considering its dual constitutive nature of language - verbal and nonverbal -, it is by appropriating the whole language to state that the subject constructs always singular meanings. More than conceiving the slogan as a text, it is necessary to unveil this statement in discursive practice, that is, as a manifestation that articulates and references the categories of person (I / you), time (now) and space (here), even if they are presented in an implicit form. The results of this study show that it is in the appropriation of language by the subject, in the inseparable relationship between form and meaning, in the subjectivity, that persuasion is constructed in and by enunciation.A persuasão, enquanto elemento constitutivo na interação humana e presente em todas as culturas, é explorada de diversas formas no gênero publicitário, especialmente nos slogans. Esse gênero, cujo texto é de fácil memorização, consiste em uma expressão repetitiva de uma ideia ou propósito, que enaltece as características de um produto, ideia, serviço, pessoa, em um contexto comercial, político, religioso. Este estudo se justifica pela diversificada ação do slogan no meio social, influenciando no comportamento dos cidadãos de distintas faixas etárias e culturas. O objetivo geral desta dissertação consiste em analisar o slogan no texto publicitário, tomando como base teórica a linguística da enunciação de Émile Benveniste, a fim de estabelecer as relações de interlocução entre um Eu e um Tu, identificando as marcas linguísticas que denunciam a persuasão. Em relação às hipóteses levantadas, cabe ressaltar, em primeiro lugar, que o recurso da persuasão ocorre fundamentalmente mediante a palavra, por recursos argumentativos e, sobremaneira, numa relação que é sempre intersubjetiva. A linguagem, conforme Benveniste, significa, e essa é sua característica primordial, sua vocação original que transcende e explica todas as funções que ela assegura no meio humano. Bem antes de servir para comunicar, a linguagem serve para viver e, sem ela, não haveria nem possibilidade de sociedade, nem possibilidade de humanidade. O corpus é formado por cinco slogans cuja metodologia encaminha o trabalho analítico a interpretações enunciativas desse gênero. É na relação intersubjetiva da língua e da linguagem que o efeito persuasivo se consolida. Ainda que o texto publicitário implique análises múltiplas, considerando sua dupla natureza constitutiva de linguagem ¿ verbal e não verbal ¿, é no apropriar-se da língua toda para enunciar que o sujeito constrói sentidos sempre singulares. Mais do que conceber o slogan como um texto, é preciso desvendar esse enunciado na prática discursiva, ou seja, como uma manifestação que articula e referencia as categorias de pessoa (eu / tu), tempo (agora) espaço (aqui), mesmo que se apresentem implicitamente. Os resultados deste estudo evidenciam que é na apropriação da língua pelo sujeito, na relação indissociável entre forma e sentido, na subjetividade, que a persuasão é construída na e pela enunciação.Submitted by Mariana Freitas (marianafreitas@upf.br) on 2018-04-24T17:02:37Z No. of bitstreams: 1 2017TailorMalossi.pdf: 1252340 bytes, checksum: fa5dfd74332c43e74bf7ce1094a7135d (MD5)Made available in DSpace on 2018-04-24T17:02:37Z (GMT). No. of bitstreams: 1 2017TailorMalossi.pdf: 1252340 bytes, checksum: fa5dfd74332c43e74bf7ce1094a7135d (MD5) Previous issue date: 2017-04-04application/pdfporUniversidade de Passo FundoPrograma de Pós-Graduação em LetrasUPFBrasilInstituto de Filosofia e Ciências Humanas - IFCHRedação de textos para comunicação de massaSlogansAnálise do discursoPropagandaLINGUISTICA, LETRAS E ARTES::LETRASTexto publicitário e universo persuasivo: um olhar enunciativo para o sloganAdvertising text and persuasive universe: an enunciative look at the sloganinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesis8447345070736321569500500600-2765593395233516309-5409419262886498088info:eu-repo/semantics/openAccessreponame:Biblioteca de teses e dissertações da Universidade de Passo Fundo (BDTD UPF)instname:Universidade de Passo Fundo (UPF)instacron:UPFLICENSElicense.txtlicense.txttext/plain; charset=utf-81940http://tede.upf.br:8080/jspui/bitstream/tede/1199/1/license.txte0faded76e3df80302a4a0fb3f2bb5f3MD51ORIGINAL2017TailorMalossi.pdf2017TailorMalossi.pdfapplication/pdf1252340http://tede.upf.br:8080/jspui/bitstream/tede/1199/2/2017TailorMalossi.pdffa5dfd74332c43e74bf7ce1094a7135dMD52tede/11992018-04-24 14:02:37.287oai:tede.upf.br: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Biblioteca Digital de Teses e DissertaçõesPUBhttp://tede.upf.br/oai/requestbiblio@upf.br || bio@upf.br || cas@upf.br || car@upf.br || lve@upf.br || sar@upf.br || sol@upf.br || upfmundi@upf.br || jucelei@upf.bropendoar:2018-04-24T17:02:37Biblioteca de teses e dissertações da Universidade de Passo Fundo (BDTD UPF) - Universidade de Passo Fundo (UPF)false |
dc.title.por.fl_str_mv |
Texto publicitário e universo persuasivo: um olhar enunciativo para o slogan |
dc.title.alternative.eng.fl_str_mv |
Advertising text and persuasive universe: an enunciative look at the slogan |
title |
Texto publicitário e universo persuasivo: um olhar enunciativo para o slogan |
spellingShingle |
Texto publicitário e universo persuasivo: um olhar enunciativo para o slogan Malossi, Tailor Roberto Redação de textos para comunicação de massa Slogans Análise do discurso Propaganda LINGUISTICA, LETRAS E ARTES::LETRAS |
title_short |
Texto publicitário e universo persuasivo: um olhar enunciativo para o slogan |
title_full |
Texto publicitário e universo persuasivo: um olhar enunciativo para o slogan |
title_fullStr |
Texto publicitário e universo persuasivo: um olhar enunciativo para o slogan |
title_full_unstemmed |
Texto publicitário e universo persuasivo: um olhar enunciativo para o slogan |
title_sort |
Texto publicitário e universo persuasivo: um olhar enunciativo para o slogan |
author |
Malossi, Tailor Roberto |
author_facet |
Malossi, Tailor Roberto |
author_role |
author |
dc.contributor.advisor1.fl_str_mv |
Toldo, Claudia Stumpf |
dc.contributor.advisor1ID.fl_str_mv |
58217045020 |
dc.contributor.advisor1Lattes.fl_str_mv |
http://lattes.cnpq.br/7927613573357678 |
dc.contributor.authorID.fl_str_mv |
40735559016 |
dc.contributor.authorLattes.fl_str_mv |
http://lattes.cnpq.br/1009370637669276 |
dc.contributor.author.fl_str_mv |
Malossi, Tailor Roberto |
contributor_str_mv |
Toldo, Claudia Stumpf |
dc.subject.por.fl_str_mv |
Redação de textos para comunicação de massa Slogans Análise do discurso Propaganda |
topic |
Redação de textos para comunicação de massa Slogans Análise do discurso Propaganda LINGUISTICA, LETRAS E ARTES::LETRAS |
dc.subject.cnpq.fl_str_mv |
LINGUISTICA, LETRAS E ARTES::LETRAS |
description |
Persuasion, as a constituent element in human interaction and present in all cultures, is explored in various forms in the advertising genre, especially in slogans. This genre, whose text is easily memorized, consists of a repetitive expression of an idea or purpose that extols the characteristics of a product, idea, service, person, in a commercial, political, religious context. This study is justified by the diversified action of the slogan in the social environment, influencing the behavior of citizens of different age groups and cultures. The general objective of this dissertation is to analyze the slogan in the publicity text, taking as a theoretical basis the linguistics of enunciation of Émile Benveniste, in order to establish the interlocution relations between an I and a Thou, identifying the linguistic marks that denounce the persuasion. In relation to the hypotheses raised, it is worth noting, first, that the resource of persuasion occurs fundamentally through the word, through argumentative resources and, above all, in a relationship that is always intersubjective. Language, according to Benveniste, means, and this is its primordial characteristic, its original vocation that transcends and explains all the functions that it ensures in the human environment. Well before serving to communicate, language serves to live and without it, there would be neither possibility of society nor possibility of humanity. The corpus is formed by five slogans whose methodology directs the analytic work to enunciative interpretations of this genre. It is in the intersubjective relationship of tongue and language that the persuasive effect is consolidated. Although the publicity text implies multiple analyzes, considering its dual constitutive nature of language - verbal and nonverbal -, it is by appropriating the whole language to state that the subject constructs always singular meanings. More than conceiving the slogan as a text, it is necessary to unveil this statement in discursive practice, that is, as a manifestation that articulates and references the categories of person (I / you), time (now) and space (here), even if they are presented in an implicit form. The results of this study show that it is in the appropriation of language by the subject, in the inseparable relationship between form and meaning, in the subjectivity, that persuasion is constructed in and by enunciation. |
publishDate |
2017 |
dc.date.issued.fl_str_mv |
2017-04-04 |
dc.date.accessioned.fl_str_mv |
2018-04-24T17:02:37Z |
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MALOSSI, Tailor Roberto. Texto publicitário e universo persuasivo: um olhar enunciativo para o slogan. 2017. 146 f. Dissertação (Mestrado em Letras) - Universidade de Passo Fundo, Passo Fundo, RS, 2017. |
dc.identifier.uri.fl_str_mv |
http://tede.upf.br/jspui/handle/tede/1199 |
identifier_str_mv |
MALOSSI, Tailor Roberto. Texto publicitário e universo persuasivo: um olhar enunciativo para o slogan. 2017. 146 f. Dissertação (Mestrado em Letras) - Universidade de Passo Fundo, Passo Fundo, RS, 2017. |
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Universidade de Passo Fundo |
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