Dialogismo e gênero discursivo: construção da identidade da campanha Bombril

• Ano de defesa: 2009
• Autor(a) principal: Furlan, Juliana Aparecida Pedretti
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade de Franca; Brasil; Pós-Graduação; Programa de Mestrado em Linguística; UNIFRAN
• Palavras-chave em Português: Dialogismo; Gênero do discurso; Ethos discursivo; Propaganda; Bombril; CNPQ::LINGUISTICA, LETRAS E ARTES::LINGUISTICA
• Link de acesso: https://repositorio.cruzeirodosul.edu.br/handle/123456789/766

This work aims to analyze print and audiovisual advertisements for the Bombril campaign in order to verify how the campaign's identity is constructed. Starting from the hypothesis that the dialogue of this campaign with the recipient, with the historical-social context in which the pieces are produced and with the social voices that give discursive materiality to that context, constitute the identity of this advertising campaign, we verify how this dialogue proceeds . We use Bakhtinian discourse studies as the theoretical basis, which choose dialogism as a key part of discursive analysis. To carry out these analyzes, among other considerations of the Circle of Bakhtin, those concerning the genre of discourse, chronotope, carnivalization and the production of meaning in a precise ideological context were mobilized. In our analysis, the concept of discursive ethos as proposed by Maingueneau was also mobilized. The ads that make up the corpus have been present in the media for over thirty years, being presented by the actor Carlos Moreno, known for all these years as the "Garoto Bom Bril"; he experiences several characters in this company advertising campaign, always making a rescue of facts reported in the media. Results of our research indicate that, in spite of being characterized as these characters, Garoto Bom Bril has always kept some of his characteristics, such as: the use of glasses, fragility and hesitant tone of voice, characteristics that give unity and, therefore, identity to the campaign. another aspect that contributes, in our analyzes, to this unity of the pieces is the dominant chronotope on which the effects of meanings are produced, a chronotope that we identify as a space for sale and everyday time. In addition, the discursive ethos adopted by Garoto Bom Bril, in these more than thirty years of existence, establishes a strong link between the character in question and the housewives, which also contributes to give identity to the campaign. Another aspect to be highlighted in the results of this research is that the printed pieces innovate the advertising genre when dialoguing with the charge genre, which we also believe that produces its own identity for these pieces. Thus, the campaign under analysis, considered the longest in the history of world advertising, has an identity that is produced discursively.