Percursos da cultura brasileira no discurso publicitário das revistas semanais

• Ano de defesa: 2008
• Autor(a) principal: Correa, Rodrigo Stéfani
• Orientador(a): Pinheiro, Amálio
• Tipo de documento: Tese
• 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: Cultura; Discurso; Propaganda; Publicidade em revistas
• Palavras-chave em Inglês: Communication; Culture; Semiotics; Speech; Advertising
• Área do conhecimento CNPq: CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO
• Link de acesso: https://tede2.pucsp.br/handle/handle/5126

The theoretical concepts that founded the advertising and publicity in Brazil are different from conceptual foundations that supports the modern publicity activity as communication science, strengthened by the instruments of North American marketing which solidificated with media's society, passing by a process of adaptation front to the new demands of internationalised and competitive economy. With this, the discursive practices incorporate at any moment new values and new concepts that this research explores, reading and translating the advertise speech practised in the advertisements of weekly magazines, with detailed clipping for publications of the Veja magazine, published in the 2007 year, comparing with other ads for magazines which dates the evolution of Brazilian advertising speech. By introducing the imported market concepts of North American Culture generated by a social reorganization focused on financial values and social prestige in the most capitalist, the advertising exercise was targeted by modelizantes and estandartizadas practices that instead of increasing the connectivity with their public interest, isolated and excluded mestizo and solar culture values, which are fundamental to constitute a fertile and abundant ground practice for creative, important for advertisng. In this historical perspective, advertising has become an aesthetics and static activity, ignoring the objects of mestizo culture and the organic parties that have developed in Latin America societies, transforming into a technical found that grew surrounded by modern marketing concepts, highlighting one of the biggest conceptual conflicts already discussed in the area, revealing the existence of the dichotomy between the cultural complexity of Brazilian publicity, at the mechanization of advertising techniques disseminated in Communication schools and, promoted, in essence, by vast technological paraphernalia that gave the formal treatment wich publicity was giving to his business career. To sustain the concepts used in research, was adopted the semiosphere study described by Lotman, also involving the work of Edgar Morin, on the civilizating processes and studies of Baktin, encompassing the advertising , as well as matters of cultural and racial complexity, found in Canclini`s work, Jesus Martin-Barbero, Amálio Pinheiro and Bonaventure Santos, among other authors essential to the matter, as Joseph Lezama Lima, Claude Holpinks, Raymond Williams, Lula Vieira and Eliseo Colon, which deal with propositions described in the project and discussed along the route to carry out studies on the Brazilian advertising and its processes cultural exclusion