O discurso publicitário de "lingerie da marca Duloren": um estudo semiótico

• Ano de defesa: 2006
• Autor(a) principal: Coelho, Patrícia Margarida Farias
• Orientador(a): Barros, Diana Luz Pessoa de
• Banca de defesa: Pinto, Elisa Guimarães , Hernandes, Nilton
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso embargado
• Idioma: por
• Instituição de defesa: Universidade Presbiteriana Mackenzie
• Programa de Pós-Graduação: Letras
• Departamento: Letras
• País: BR
• Palavras-chave em Português: discurso; mulher; semiótica; publicidade; imagem
• Palavras-chave em Inglês: speech; woman; semiotics; advertising; image
• Área do conhecimento CNPq: CNPQ::LINGUISTICA, LETRAS E ARTES::LETRAS
• Link de acesso: http://dspace.mackenzie.br/handle/10899/25439

The objective of this work was to examine the construction of the image of the citizen (woman) in the announcements of lingerie of the Duloren mark (of 1997, 2000 and 2005) and which the used strategies in these announcements to persuade the readers to buy and to use the products of the Duloren mark. Three published announcements of lingerie of the Duloren in the New magazine had been analyzed, propagated in Brazil, in the theoretical perspective of the discursiva semiotics of French line. The results of the research had shown that all the analyzed levels, the announcements construct estereotipadas images of woman and had dealt with the subject to be able to have the forbidden and impossible pleasure (different forms of pleasure and prohibition). The announcements had emphasized only one trace of the feminism, that is the fight of the woman for the sexual freedom (active woman). One perceives that the constructed image of the woman in the announcements reproduces the values of the Brazilian middle class (classroom C). The research also points which had been to used the linguistic and discursivas strategies in the construction of these images.