Sociedade, publicidade e diálogo: garoto-bombril em análise

• Ano de defesa: 2012
• Autor(a) principal: Costa, Marcella Iole da
• Orientador(a): Brito, Regina Helena Pires de
• Banca de defesa: Guimarães, Alexandre Huady Torres , Andrade, Carlos Augusto Baptista de
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Presbiteriana Mackenzie
• Programa de Pós-Graduação: Letras
• Departamento: Letras
• País: BR
• Palavras-chave em Português: dialogismo; garoto-propaganda; análise do discurso; persuasão; Bombril
• Palavras-chave em Inglês: dialogism; pitchman; discourse analysis; persuasive; Bombril
• Área do conhecimento CNPq: CNPQ::LINGUISTICA, LETRAS E ARTES::LINGUISTICA
• Link de acesso: http://dspace.mackenzie.br/handle/10899/25258

This paper tries to verify in which ways the dialogic relations between the advertising discourse and notable events of the community are established in the Bombril's advertisements and if these relations can be considered as persuasive resources of this kind of discourse. For this, it will be seen a succinct part of Brazilian advertisement history, focusing on Bombril brand s history in this context and highlighting the importance of its pitchman. In the same way, it will be shown the basic concepts of the French branch of Discourse Analysis and the Dialogic principles according to Bakhtin (based on Orlandi, 2001; Brait, 2005, 2008; and Fiorin, 2008). Besides, the study makes notes about the main characteristics of the advertisement discourse, as well as the images use in its construction. It is still going to be shown the theoretical possibilities to both text and image analysis in the pieces, once that only the integrated work of them can make possible the complete comprehension of the advertisement message and point out the dialogue with the daily facts proposed by the advertisements. Thus, the present research establishes that the dialogue between community facts and the advertising discourse in Bombril's campaign constitutes an effective persuasive resource when linked to the integration of text and images languages which has also shown itself as a useful tool to maintaining the longevity of the campaign.