O discurso da violência em anúncios publicitários comerciais

• Autor(a) principal: Roskowinski, Regiane Apolinário
• Data de Publicação: 2020
• Tipo de documento: Tese
• Idioma: por
• Título da fonte: Biblioteca Digital de Teses e Dissertações do Mackenzie
• Texto Completo: http://dspace.mackenzie.br/handle/10899/26672
• topic: discurso da violência; anúncios publicitários; análise crítica do discurso; CNPQ::LINGUISTICA, LETRAS E ARTES

The theme of this thesis is the discourse of violence in advertising. The research question is: What characteristics of advertisements, related to the discourse of violence, lead part of society to register complaints against them? In order to seek to answer this question, the general objective is to examine the discourse of violence in commercial advertisements, selected for being the target of complaints at CONAR. The specific objectives are to define the categories of analysis regarding violence, according to the theoretical basis used in this paper, according to the premises of the Critical Discourse Analysis (ACD), and to analyze the advertisements selected as the object of study. This work is based on the ACD, a model of linguistic analysis and social intervention that best fits the approach of this thesis. The theoretical basis involves the concepts of violence, ACD and advertisements. The corpus was constituted by selecting different advertisements, published in newspapers, magazines or on television channels, advertisements that presented signs of violent speech and that were the subject of complaints at CONAR. The methodological approach adopted is descriptive-analytical. Textual and linguistic analysis considers politeness, ethos, the meaning of words and figures of speech. Discursive analysis encompasses interdiscursivity, intertextuality and textual chains. The analysis of social practice focuses on ideology and hegemony. Analyzes indicated characteristics related to the discourse of violence in all the analyzed ads, which confirms the hypothesis that there are specific characteristics in the advertisements that lead the society to accept them or not. The discourse of violence is present in different segments of society, but there is the prospect of social change according to people's awareness and ethical positioning.