Mimotopie and scenography in advertising discourse of life insurance companies and funeral service

Detalhes bibliográficos
Autor(a) principal: Nascimento, Jarbas Vargas
Data de Publicação: 2016
Outros Autores: Ferreira, Anderson
Tipo de documento: Artigo
Idioma: por
Título da fonte: Calidoscópio (Online)
Texto Completo: https://revistas.unisinos.br/index.php/calidoscopio/article/view/cld.2016.142.08
Resumo: Advertising discourse in contemporary times can be considered, par excellence, a place of encounter, in which we can observe the argumentative, contradictory and controversial values between the global and the local. In this sense, this article aims to examine the mimotopic statute and the constitution of the scenography advertising discourse of life insurance companies. We intend to answer a question that revolves around this ‘controversy’ of contemporary society. It seeks to examine to what extent the advertising discourse innovates to sell a product that is only justified by the occasion of the death of the consumer. Privilege as a theoretical and methodological input the Discourse Analysis of French Line, in particular studies of Dominique Maingueneau about advertising discourse and its mimotopic statute and scenography category. The survey results revealed that innovation in the advertising discourse of life insurance companies and, by extension, funeral assistance not only lies in its mimotopic statute and its mobilization of various genres of discourse, but consists especially of the constitution of scenography that links the co-speaker with other scenes of enunciation, relying on talk scenes validated by valued models in the collective memory. Thus, it creates sense effects of the fragility of life and perennial responsibility with family.Keywords: advertising discourse, scenography, mimotopie, life insurance.
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spelling Mimotopie and scenography in advertising discourse of life insurance companies and funeral serviceMimotopia e cenografia no discurso publicitário de empresas de seguro de vida e de assistência funeráriaAdvertising discourse in contemporary times can be considered, par excellence, a place of encounter, in which we can observe the argumentative, contradictory and controversial values between the global and the local. In this sense, this article aims to examine the mimotopic statute and the constitution of the scenography advertising discourse of life insurance companies. We intend to answer a question that revolves around this ‘controversy’ of contemporary society. It seeks to examine to what extent the advertising discourse innovates to sell a product that is only justified by the occasion of the death of the consumer. Privilege as a theoretical and methodological input the Discourse Analysis of French Line, in particular studies of Dominique Maingueneau about advertising discourse and its mimotopic statute and scenography category. The survey results revealed that innovation in the advertising discourse of life insurance companies and, by extension, funeral assistance not only lies in its mimotopic statute and its mobilization of various genres of discourse, but consists especially of the constitution of scenography that links the co-speaker with other scenes of enunciation, relying on talk scenes validated by valued models in the collective memory. Thus, it creates sense effects of the fragility of life and perennial responsibility with family.Keywords: advertising discourse, scenography, mimotopie, life insurance.O discurso publicitário na contemporaneidade pode ser considerado, por excelência, um lugar de embate, onde podemos observar o polêmico, os valores contraditórios e o controverso entre o global e o local. Nesse sentido, este artigo visou a examinar o estatuto mimotópico e a constituição da cenografia do discurso publicitário de empresas de seguro de vida. Tencionamos responder uma questão que gira em torno desse “controverso” da sociedade contemporânea. Trata-se de analisar em que medida o discurso publicitário inova para vender um produto que só se justifica pela ocasião de morte de seu consumidor. Privilegiamos como aporte teórico-metodológico a Análise do Discurso de linha francesa, em especial, os estudos de Dominique Maingueneau acerca do discurso publicitário e seu estatuto mimotópico e da categoria de cenografia. Os resultados da pesquisa revelaram-nos que a inovação do discurso publicitário de empresas de seguro de vida e, por extensão, de assistência funerária não só reside em seu estatuto mimotópico e em sua mobilização de diversos gêneros de discurso, mas consistem, sobretudo, na constituição da cenografia que enlaça o coenunciador por outras cenas de enunciação, apoiando-se em cenas de fala validadas sobre modelos valorizados na memória coletiva. Desse modo, criam-se efeitos de sentido de fragilidade da vida e de responsabilidade perene com a família.Palavras-chave: discurso publicitário, cenografia, mimotopia, seguro de vida.Unisinos2016-08-01info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://revistas.unisinos.br/index.php/calidoscopio/article/view/cld.2016.142.08Calidoscópio; Vol. 14 No. 2 (2016): May/August; 257-264Calidoscópio; v. 14 n. 2 (2016): Maio/Agosto; 257-2642177-6202reponame:Calidoscópio (Online)instname:Universidade do Vale do Rio dos Sinos (UNISINOS)instacron:Unisinosporhttps://revistas.unisinos.br/index.php/calidoscopio/article/view/cld.2016.142.08/5563Nascimento, Jarbas VargasFerreira, Andersoninfo:eu-repo/semantics/openAccess2016-11-01T19:02:03Zoai:ojs2.revistas.unisinos.br:article/9034Revistahttps://revistas.unisinos.br/index.php/calidoscopioPUBhttps://revistas.unisinos.br/index.php/calidoscopio/oaicmira@unisinos.br || cmira@unisinos.br2177-62022177-6202opendoar:2016-11-01T19:02:03Calidoscópio (Online) - Universidade do Vale do Rio dos Sinos (UNISINOS)false
dc.title.none.fl_str_mv Mimotopie and scenography in advertising discourse of life insurance companies and funeral service
Mimotopia e cenografia no discurso publicitário de empresas de seguro de vida e de assistência funerária
title Mimotopie and scenography in advertising discourse of life insurance companies and funeral service
spellingShingle Mimotopie and scenography in advertising discourse of life insurance companies and funeral service
Nascimento, Jarbas Vargas
title_short Mimotopie and scenography in advertising discourse of life insurance companies and funeral service
title_full Mimotopie and scenography in advertising discourse of life insurance companies and funeral service
title_fullStr Mimotopie and scenography in advertising discourse of life insurance companies and funeral service
title_full_unstemmed Mimotopie and scenography in advertising discourse of life insurance companies and funeral service
title_sort Mimotopie and scenography in advertising discourse of life insurance companies and funeral service
author Nascimento, Jarbas Vargas
author_facet Nascimento, Jarbas Vargas
Ferreira, Anderson
author_role author
author2 Ferreira, Anderson
author2_role author
dc.contributor.author.fl_str_mv Nascimento, Jarbas Vargas
Ferreira, Anderson
description Advertising discourse in contemporary times can be considered, par excellence, a place of encounter, in which we can observe the argumentative, contradictory and controversial values between the global and the local. In this sense, this article aims to examine the mimotopic statute and the constitution of the scenography advertising discourse of life insurance companies. We intend to answer a question that revolves around this ‘controversy’ of contemporary society. It seeks to examine to what extent the advertising discourse innovates to sell a product that is only justified by the occasion of the death of the consumer. Privilege as a theoretical and methodological input the Discourse Analysis of French Line, in particular studies of Dominique Maingueneau about advertising discourse and its mimotopic statute and scenography category. The survey results revealed that innovation in the advertising discourse of life insurance companies and, by extension, funeral assistance not only lies in its mimotopic statute and its mobilization of various genres of discourse, but consists especially of the constitution of scenography that links the co-speaker with other scenes of enunciation, relying on talk scenes validated by valued models in the collective memory. Thus, it creates sense effects of the fragility of life and perennial responsibility with family.Keywords: advertising discourse, scenography, mimotopie, life insurance.
publishDate 2016
dc.date.none.fl_str_mv 2016-08-01
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dc.identifier.uri.fl_str_mv https://revistas.unisinos.br/index.php/calidoscopio/article/view/cld.2016.142.08
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dc.relation.none.fl_str_mv https://revistas.unisinos.br/index.php/calidoscopio/article/view/cld.2016.142.08/5563
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
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dc.publisher.none.fl_str_mv Unisinos
publisher.none.fl_str_mv Unisinos
dc.source.none.fl_str_mv Calidoscópio; Vol. 14 No. 2 (2016): May/August; 257-264
Calidoscópio; v. 14 n. 2 (2016): Maio/Agosto; 257-264
2177-6202
reponame:Calidoscópio (Online)
instname:Universidade do Vale do Rio dos Sinos (UNISINOS)
instacron:Unisinos
instname_str Universidade do Vale do Rio dos Sinos (UNISINOS)
instacron_str Unisinos
institution Unisinos
reponame_str Calidoscópio (Online)
collection Calidoscópio (Online)
repository.name.fl_str_mv Calidoscópio (Online) - Universidade do Vale do Rio dos Sinos (UNISINOS)
repository.mail.fl_str_mv cmira@unisinos.br || cmira@unisinos.br
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