"QUAL É A BOA?": DAS CATEGORIAS DE LÍNGUA ÀS CATEGORIAS DE DISCURSO NA CONSTRUÇÃO DE IDENTIDADES DE GÊNERO
Estudos de linguagem
Semiolinguística
Ethos
Semiótica
Linguística
Linguagem
Intensificação
Publicidade
Semiolinguistic
Intensification
Advertising
CNPQ::LINGUISTICA, LETRAS E ARTES::LETRAS
Abstract
This research contemplates an analysis of beer advertising campaigns, which portrait
women as element of seduction. The purpose of this study is to broaden the traditional
notion pointed in Portuguese Grammars, referring to the language categories that focus on
intensification. Among these categories, the main point are adjectives and adverbs. This
analysis aims at showing the rhetoric process of woman s transformatio n, from a
thematic/figurative point of view - which overcomes the verbal level and explores mainly
the visual one in the construction of an aggregated identity with social values and
ideology. The theoretical background of research recovers the main concepts of the
Semiolinguistics Theory of the Discourse Analysis, by Charaudeau. The notion of ethos,
revisited by Maingueneau (2001) and Amossy (2005), is also emphasized. The television
pieces Skol, Brahma, Antarctica and Kaiser brands were chosen as they are the industry
leaders, according to the Top of Mind research (2007). Thus, the theoretical perspective
brings up the problematic of associating discourse to a specific communicative situation,
showing that the word people use to communicate their perceptions is not an accurate
reflection of the world, but a representation of it. Consequently, the meaning of a term has
no value by itself: it only acquires a purpose in a specific social context, which provides
social value in language exchange. Therefore, it's fair to admit that the language somehow
mirrors the position and the conduct of someone in the society, as well as the way in which
each one perceives their role.
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Document type
DissertaçãoFormat
application/pdf
Subject(s)
LetrasEstudos de linguagem
Semiolinguística
Ethos
Semiótica
Linguística
Linguagem
Intensificação
Publicidade
Semiolinguistic
Intensification
Advertising
CNPQ::LINGUISTICA, LETRAS E ARTES::LETRAS