Genre, language and strategies of today´s advertising discourse

Authors

  • Cristiane Mafacioli Carvalho PUCRS

DOI:

https://doi.org/10.15448/1980-3729.2012.3.12903

Keywords:

Advertising, advertising genre, new languages

Abstract

This article presents an overview about the concepts of social discourses, mainly stemming from Eliseo Verón and Patrick Charaudeau, and applies them to the advertising genre, aiming to raise issues that could feed the studies that concern the field. The article looks to align references treated with the moment that current advertising is presented, processing and changing practices and languages. In order to illustrate these changes the article presents, at the end of the study, a description of a program developed by the brand Olympikus, seeking to identify the strategies employed by this new type of advertising discourse.

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References

CARRASCOZA, João Anznello; SANTARELLI, Christiane. Tramas publicitárias: narrativas ilustradas de momentos marcantes da publicidade. São Paulo: Ática, 2009.

CHARAUDEAU, Patrick. Le discours d’information médiatique: la construction du miroir social. Paris: Nathan, 1997.

______. À propos du genre publicitaire. In: CHARAUDEAU, Patrick. Language et discours. Paris: Hachette Université, 1983.

______. Visadas discursivas, gêneros situacionais e construção textual. In: Ida Lucia Machado e Renato de Mello. Gêneros reflexões em análise do discurso. Belo Horizonte, Nad/Fale-UFMG, 2004, consulté le 6 avril 2011 sur le site de Patrick Charaudeau – Livres, articles, publications. Disponível em: http://www.patrickcharaudeau.com/Visadas-discursivas-generos.html

MACHADO, Arlindo. A televisão levada a sério. 2. ed. São Paulo: SENAC, 2001.

MARTÍN-BARBERO, Jesús. Dos meios às mediações: comunicação, cultura e hegemonia. Rio de Janeiro: Editora da UFRJ, 1997.

VERÓN, Eliséo. La semiose social. Fragmentos de una teoría de la discursividad. Barcelona: Gedisa, 1996.

______. Quand lire, c’est faire: l´enonciation dans le discours de la presse ecrite. In: Semiotique II. Institut de Recherches et d´Etudes Publicitaires. Paris, 1983.

______. Semiosis de lo ideológico e del poder. Buenos Aires, Argentina: Universidad de Buenos Aires, 1997.

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How to Cite

Carvalho, C. M. (2013). Genre, language and strategies of today´s advertising discourse. Revista FAMECOS, 19(3), 821–838. https://doi.org/10.15448/1980-3729.2012.3.12903

Issue

Vol. 19 No. 3 (2012)

Section

Advertising and marketing

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