A construção afetiva da experiência de viajar nos contratos de comunicação de Viagem e Turismo

• Ano de defesa: 2012
• Autor(a) principal: Sousa, Renata Cristina Nascimento Henriques
• Orientador(a): Prado, José Luiz Aidar
• 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: Consumo; Publicidade; Contratos de comunicação; Passionalização; Revista Viagem e Turismo
• Palavras-chave em Inglês: Consumption; Advertising; Communication contracts; Passionalization
• Área do conhecimento CNPq: CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO
• Link de acesso: https://tede2.pucsp.br/handle/handle/4447

The objective of the present research paper is to discuss enunciative procedures and meaning effects observable in cruise advertisements published in Travel and Tourism (Viagem e Turismo) magazine; particularly, the way in which enunciators construct figures related to the cruises, themed in specific modes, inviting enunciatees to participate in such an imaginary scenario. We assumed the hypothesis that the construction of figures and themes supported by the imaginaire of contemporary consumption has been purposely used in these advertisements as a marketing argument so as to identify the consumer constructed by globalized capitalism, eager for new forms of social interaction, cultural experiences and different realities. This study involves the consumption theories elaborated by Gilles Lipovetsky and Zymunt Bauman, as well as the concept of "experience marketing" by Isleide Fontenelle. We regard experience marketing as a form of discourse modalization performed by the media by means of sensory aspects which appeal to readers. In order to understand the relationship between enunciator and enunciatee we take recourse to the concept of "communication contract" by Patrick Charaudeau, understood as a set of common references that allow for the establishment of communicative and reciprocal ties among the individuals subjects in question and give shape to their language exchanges. The semiotic models proposed by Diana Barros and Vicente Pietroforte are used in the discursive analysis of the relevant material.The research corpus is a selection of issues of Travel and Tourism magazine published within the period that ranges from 1995 to 2010, The aforementioned discussion is of crucial importance, for the media invest in the construction of identities, thus multiplying figures and themes that characterize modalizing programs