Videorrelato: outra cena de enunciação para a guerrilha publicitária: risco e recuperação na busca de uma poética para o consumo

• Ano de defesa: 2015
• Autor(a) principal: Maceira, Rodrigo Costa
• Orientador(a): Carrascoza, João Luiz Anzanello
• Banca de defesa: Cardoso, João Batista Freitas , Orofino, Maria Isabel Rodrigues
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Associação Escola Superior de Propaganda e Marketing
• Programa de Pós-Graduação: Programa em Comunicação e Práticas de Consumo da ESPM
• Departamento: Comunicação
• País: BR
• Palavras-chave em Português: guerrilha publicitária; videorrelato; poética do consumo; discurso
• Palavras-chave em Inglês: guerrilla advertising; video reports; poetics of consumerism; discourse
• Área do conhecimento CNPq: CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO
• Link de acesso: http://tede2.espm.br/handle/tede/64

This dissertation investigates the creative heritage and the discursive strategies of the videos that report guerrilla advertising actions in the cyberspace. The guerrilla is a genre of the advertising discourse that has incorporated new poetic, syntactic and semantic possibilities, with the emergence of its enunciation on video, since the 2000 s, and is understood as a hybrid language (SANTAELLA , 2011), crossing codes operated by different medias. The research approaches the video reports expression through which they are referred to in this text from bibliographical, documentary and empirical sources. It considers a corpus of 20 video reports and 10 interviews with some of its creative professionals. The main objective of this dissertation is to recognize the logic of production of the video reports, putting the creative procedures (poetics) that provide the aesthetic backgrounds to the advertising guerrilla, in relation to the enunciation strategies that update, on video, the original guerrilla experience. The study applies to the video the concept of enunciation scene by Maingueneau (2012), assuming it as a frame that circumscribes meaningful statements. It also applies to the advertising guerrilla the situationist notion of situation , in its close relationship with men s playful vocation studied by Huizinga (2012), in order to introduce the video report as a discourse in which a playful interaction establishes a consumer scene (CARRASCOZA, 2012). The dissertation takes from Williams (2011a) the relationship between emergent and dominant cultural forms, and demonstrates how the consistency of the guerrilla poetics (imported from the creative processes and ways of challenging of the avant-garde and the counterculture), when related on video, slides the concern with the loyalty of the statement to the impression of truth in the enunciation (ECO, 1984). Finally, the research makes use of a methodology that combines the generative course of meaning of Greimas semiotics (FIORIN, 2001, 2008, 2013), and principles and procedures of the French Discourse Analysis, in order to observe and bring to light the meaning strategies in selected cases of guerrilla advertising video reports.