Now can we stop talking about my body? : discurso publicitário e o processo de (re)construção identitária da boneca Barbie

• Ano de defesa: 2017
• Autor(a) principal: Daher, Mariana de Alcantara Calil
• Orientador(a): Brito, Regina Helena Pires de
• Banca de defesa: Muraro, Marlon Luiz Clasen, Andrade, Carlos Augusto Basptista
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Presbiteriana Mackenzie
• Programa de Pós-Graduação: Letras
• Departamento: Centro de Educação, Filosofia e Teologia (CEFT)
• País: Brasil
• Palavras-chave em Português: Barbie (boneca); dialogismo; identidade; verbo-visualidade; publicidade
• Área do conhecimento CNPq: CNPQ::LINGUISTICA, LETRAS E ARTES::LETRAS; CNPQ::CIENCIAS SOCIAIS APLICADAS
• Link de acesso: http://dspace.mackenzie.br/handle/10899/25512

This dissertation place oneself in the line search Language, literature and Society: speech in communication, religious speech, pedagogic speech, politic speech and has as a general goal to observe the transformations in Barbie’s doll profile, during the analyses of the discursive and image mechanisms used for the advertising speech to transform the identity of the doll. As a motivational point, this work has started from the importance of considerate the relations between the social and historical transformations and the construction of a product’s identity from the advertising – in that case, the transformations occurred in 2016, with deep innovations that was observed and that indicates some new identity to Barbie doll. The analyses of the selected propagandas for this work – that intend not only to illustrate the evolutionary trajectory of the advertising text but also to mark the constitution of the doll’s identity during the years – was made from concepts of speech and dialogism, indicated for Bakhtin (2003, 2006); identity notions, as Bauman (2005) and verbal-visuality elements, predicated on Brait (2013). With this study, can be verified the importance of the advertising speech for the fixation of social and historical values and for the construction of a products identity.