O corpomídia do ator como endosso da marca no filme publicitário

• Ano de defesa: 2010
• Autor(a) principal: Barbosa, Rogério Troiani
• Orientador(a): Greiner, Christine
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Pontifícia Universidade Católica de São Paulo
• Programa de Pós-Graduação: Programa de Estudos Pós-Graduados em Comunicação e Semiótica
• Departamento: Comunicação
• País: BR
• Palavras-chave em Português: Publicidade; Marca; Corpo; Televisão; Corpo humano na comunicacao de massa; Imagem corporal; Linguagem corporal; Anuncios em televisao
• Palavras-chave em Inglês: Advertising; Trade names; Body; Television
• Área do conhecimento CNPq: CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO
• Link de acesso: https://tede2.pucsp.br/handle/handle/5322

The advertising message televised as commercial films generates a receptive impact that seeks the transformation of its signs into supposedly world-wide symbolisms. Such symbolisms aim at adhering to concepts of certain products or product divisions. This research starts from the assumption that it is through the actor´s body, in televised commercials that this message builds itself and is than transformed and reproduced. In order to develop this, we have adopted the concept of mediabody (Katz/Greiner,2005), which brings us a new way of observing and discussing the body as an enunciator of its culture and its communication, turning itself, in this case, into an agent of transformation of the publicitary product. The aim of this dissertation is, therefore, to understand the communicative action established by the body, as well as the simultaneous connections that result from its own organization and act directly on the advertising market, creating a network of activation among authors, producers, consumers, actors and trade names. It is from this interaction between body and environment that one establishes the flow of information with an aptitude to generate cultural systems and their respective symbolic narration when televising commercial films. In addition to the theory of mediabody, other theoretic references, such as the memetics of evolucionist Richard Dawkins (1976),Armando Sant´Anna theory of advertising media (2001) and Mario Perniola´s sociology of communication (2005) are specifically cited. The research corpus consists of the analysis of three advertising films produced by S.F, S.S and F. F filmes. The methodology starts from the analysis of the elaboration, construction and of the resulting film, finished and ready to be televised. The expected result is a better understanding of the politic-ideological system of the impact of the body´s representation on the elaboration and production of an advertising piece