Think less, love more: the synchristance of languages in the textual construction of an advertising campaign

Authors

  • Maire Josiane Fonatana
Supporting Agencies

Keywords:

Advertising campaign. Effects of sense. Syncretism of languages.

Abstract

Based on the studies of enunciation from the perspective of Discursive Semiotics, this study seeks to make an analysis of the syncretism of languages present in the video of the advertising campaign of the bonbon Sonho de Valsa, entitled "Thoughts" (April / 2015), examining the main enunciative strategies (verbal and nonverbal) that constitute the campaign in question, the persuasive advertising elements and the elements of the audiovisual language, explaining the effects of meaning that result from the syncretism of languages. With this objective, this study develops based on the theoretical foundations of Marcuschi (2008) and Bakhtin (2011) on discourse genres and Gomes (2014) and Teixeira (2014) on syncretism of languages.

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References

BAKHTIN, Mikhail. Estética da criação verbal. 6ª. Ed. São Paulo: Editora WMF Martins Fontes, 2011, p. 261-306.

BARROS, Diana Luz Pessoa de. Algumas reflexões semióticas sobre a enunciação. In: FANTI, Maria da Glória de; BARBISAN, Leci Borges (orgs.). Enunciação e discurso: tramas de sentidos. São Paulo: Contexto, 2012, p. 25-49.

GOMES, Regina Souza. O sincretismo de linguagens em poesias eletrônicas. In: CORTINA, Arnaldo; SILVA, Fernando Moreno da. (Org.). Semiótica e Comunicação: estudos sobre textos sincréticos. 1ed.Araraquara: Cultura Acadêmica, 2014, v. 1, p. 201-229.

HERNANDES. Nilton. Duelo: A publicidade da tartaruga da Brahma na Copa do Mundo. In: LOPES, Ivã Carlos; HERNANDES, Nilton (orgs.). Semiótica: objetos e prática. São Paulo: Contexto, 2005, p. 227-244.

MARCUSCHI, Luiz Antonio. Produção textual, análise de gêneros e compreensão. São Paulo: Parábola, 2008. 295 p.

TEIXEIRA, Lucia; FARIA, Karla; SOUSA, Silvia. Textos multimodais na aula de português: metodologia de leitura. Revista Desenredo, Passo Fundo, v. 10, n. 2, p. 314-336, jul./dez. 2014. Disponível em: <http://www.upf.br/seer/index.php/rd/article/view/4295/3095>. Acesso em: 15 set. 2016.

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Published

05-12-2016

How to Cite

FONATANA, M. J. Think less, love more: the synchristance of languages in the textual construction of an advertising campaign. Travessias, Cascavel, v. 10, n. 3, p. e15540, 2016. Disponível em: https://e-revista.unioeste.br/index.php/travessias/article/view/15540. Acesso em: 13 may. 2024.

Issue

Vol. 10 No. 3 (2016)

Section

[DT] REFLEXÃO LINGUÍSTICA A REBOQUE DA FALTA DE REFLEXÃO SOBRE A APLIC. TEÓRICA

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