Sociossemiótica dos filmes publicitários na TV, YouTube, Facebook e Instagram

Detalhes bibliográficos
Ano de defesa: 2021
Autor(a) principal: Rodrigues, Carlos Augusto Alfeld lattes
Orientador(a): Oliveira, Ana Claudia Mei Alves de lattes
Banca de defesa: Não Informado pela instituição
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: Faculdade de Filosofia, Comunicação, Letras e Artes
País: Brasil
Palavras-chave em Português:
Palavras-chave em Inglês:
Área do conhecimento CNPq:
Link de acesso: https://repositorio.pucsp.br/jspui/handle/handle/24430
Resumo: This thesis addresses the organization of the syncretic enunciation of advertising films aired on TV, YouTube, Instagram and Facebook. Considered as a syncretic semiotic object and configured by a global enunciation strategy responsible for placing semionarrative structures on the discursive scene, we assume with Landowski (1992) the enunciation as an act that "makes meaning", concretized in the utterance with the ratification between the two language planes (expression and content). The main issues of this research are: How does the meaning of the advertising films shown in these main media and exhibition platforms emerge? How are the regimes of meaning, interaction and risk woven into the narrative structure of the selected films? How does the discursive organization of advertising in film format happen? To what extent does this discursive organization bring into play different modes of presence of the complex subject of the enunciation? The main hypothesis focuses on the complexity of the narrative structure of the advertising film, since it articulates more than one regime of meaning, interaction and risk, which in turn are no longer focused on the exclusive use of the regime of manipulation and programming. As for the discursive interactions between the complex subject of the enunciation, these are built based on the organization of the apparatus of the syncretic enunciation as it transits through the formats and media between TV, YouTube, Instagram, Facebook, by the respective production devices and, finally, by the devices of display such as smartphones, tablets, notebooks, TVs and smart TVs. Thus, postulating what this research tests, its objectives are both these verifications of the enunciative procedures of the advertising film in different media and formats, explaining them as the interaction, meaning and risk regimes. The analysis of the corpus is based on the theoretical-methodological framework of Discursive Semiotics by Algirdas Julien Greimas, in particular, on the sociosemiotics developments of Eric Landowski, with emphasis on his theorizations on enunciation in act and on the elliptical model of meaning and value. About the language syncretism approach, the basis are Jean-Marie Floch's theories, added to Ana Claudia de Oliveira's, with developments in the treatment of plastic, aesthetic and rhythmic arrangement of the basic plane of expression of discursive interaction modes. The results of this investigation aimed both at disseminating the contributions of the semiotic analysis of the enunciation of syncretic advertising utterances for professionals from advertising agencies and at explaining the semiotic method for training in advertising and advertising
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spelling Oliveira, Ana Claudia Mei Alves dehttp://lattes.cnpq.br/2458418074368433http://lattes.cnpq.br/0525371833370597Rodrigues, Carlos Augusto Alfeld2022-02-02T19:01:57Z2022-02-02T19:01:57Z2021-08-04Rodrigues, Carlos Augusto Alfeld. Sociossemiótica dos filmes publicitários na TV, YouTube, Facebook e Instagram. 2021. Tese (Doutorado em Comunicação e Semiótica) - Programa de Estudos Pós-Graduados em Comunicação e Semiótica da Pontifícia Universidade Católica de São Paulo, São Paulo, 2021.https://repositorio.pucsp.br/jspui/handle/handle/24430This thesis addresses the organization of the syncretic enunciation of advertising films aired on TV, YouTube, Instagram and Facebook. Considered as a syncretic semiotic object and configured by a global enunciation strategy responsible for placing semionarrative structures on the discursive scene, we assume with Landowski (1992) the enunciation as an act that "makes meaning", concretized in the utterance with the ratification between the two language planes (expression and content). The main issues of this research are: How does the meaning of the advertising films shown in these main media and exhibition platforms emerge? How are the regimes of meaning, interaction and risk woven into the narrative structure of the selected films? How does the discursive organization of advertising in film format happen? To what extent does this discursive organization bring into play different modes of presence of the complex subject of the enunciation? The main hypothesis focuses on the complexity of the narrative structure of the advertising film, since it articulates more than one regime of meaning, interaction and risk, which in turn are no longer focused on the exclusive use of the regime of manipulation and programming. As for the discursive interactions between the complex subject of the enunciation, these are built based on the organization of the apparatus of the syncretic enunciation as it transits through the formats and media between TV, YouTube, Instagram, Facebook, by the respective production devices and, finally, by the devices of display such as smartphones, tablets, notebooks, TVs and smart TVs. Thus, postulating what this research tests, its objectives are both these verifications of the enunciative procedures of the advertising film in different media and formats, explaining them as the interaction, meaning and risk regimes. The analysis of the corpus is based on the theoretical-methodological framework of Discursive Semiotics by Algirdas Julien Greimas, in particular, on the sociosemiotics developments of Eric Landowski, with emphasis on his theorizations on enunciation in act and on the elliptical model of meaning and value. About the language syncretism approach, the basis are Jean-Marie Floch's theories, added to Ana Claudia de Oliveira's, with developments in the treatment of plastic, aesthetic and rhythmic arrangement of the basic plane of expression of discursive interaction modes. The results of this investigation aimed both at disseminating the contributions of the semiotic analysis of the enunciation of syncretic advertising utterances for professionals from advertising agencies and at explaining the semiotic method for training in advertising and advertisingEsta tese aborda a organização da enunciação sincrética dos filmes publicitários veiculados na TV, YouTube, Instagram e Facebook. Considerado como objeto semiótico sincrético e configurado por uma estratégia de enunciação global responsável pela colocação na cena discursiva das estruturas semionarrativas, assumimos com Landowski (1992) a enunciação como ato que “faz ser” o sentido, concretizado no enunciado com a homologação entre os dois planos da linguagem (expressão e conteúdo). As principais problematizações desta pesquisa são: De que maneira emerge o sentido dos filmes publicitários veiculados nestas principais mídias e plataformas de exibição? Como os regimes de sentido, interação e risco são entretecidos na estrutura narrativa dos filmes selecionados? Como acontece a organização discursiva da publicidade no formato de filme? Em que medida essa organização discursiva coloca em cena diferentes modos de presença do sujeito complexo da enunciação? A principal hipótese centra-se sobre a complexidade da estrutura narrativa do filme publicitário, uma vez que articula mais de um regime de sentido, interação e risco, que por sua vez, não estão mais centrados no uso exclusivo do regime de manipulação e de programação. Quanto às interações discursivas entre o sujeito complexo da enunciação essas são construídas com base na organização do aparato da enunciação sincrética conforme transita pelos formatos e mídias entre TV, YouTube, Instagram, Facebook, pelos respectivos dispositivos de produção e, por fim, pelos dispositivos de exibição, tais como, smartphones, tablets, notebooks, TVs e smart Tvs. Assim, postulado o que essa pesquisa testa, seus objetivos são tanto essas verificações dos procedimentos enunciativos do filme publicitário em diferentes mídias e formatos explicitando-os como os regimes de interação, sentido e risco. A análise do corpus está fundamentada no arcabouço teórico-metodológico da Semiótica Discursiva de Algirdas Julien Greimas, em especial, nos desenvolvimentos sociossemióticos de Eric Landowski com destaque para as suas teorizações sobre a enunciação em ato e do modelo elíptico de sentido e valor. Sobre a abordagem do sincretismo de linguagens, a base são as teorizações de Jean-Marie Floch acrescidas pelas de Ana Claudia de Oliveira, com os desdobramentos no tratamento do arranjo plástico, estésico e rítmico do plano de expressão basilares dos modos de interações discursivas. Os resultados desta investigação visaram tanto a difusão das contribuições da análise semiótica da enunciação dos enunciados publicitários sincréticos para profissionais de agências de publicidade como a explicitação do método semiótico para formação em publicidade e propagandaFundação São Paulo – FUNDASPporPontifícia Universidade Católica de São PauloPrograma de Estudos Pós-Graduados em Comunicação e SemióticaPUC-SPBrasilFaculdade de Filosofia, Comunicação, Letras e ArtesCNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAOFilme publicitárioRegimes de interaçãoSentido e riscoAdvertising filmRegimes of meaning, interaction and riskSyncretic enunciationSociossemiótica dos filmes publicitários na TV, YouTube, Facebook e Instagraminfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/doctoralThesisinfo:eu-repo/semantics/openAccessreponame:Biblioteca Digital de Teses e Dissertações da PUC_SPinstname:Pontifícia Universidade Católica de São Paulo (PUC-SP)instacron:PUC_SPORIGINALCarlos Augusto Alfeld Rodrigues.pdfCarlos Augusto Alfeld Rodrigues.pdfapplication/pdf131365107https://repositorio.pucsp.br/xmlui/bitstream/handle/24430/1/Carlos%20Augusto%20Alfeld%20Rodrigues.pdf7aaaae33cbbb9dd7a11d39d49f3935b9MD51TEXTCarlos Augusto Alfeld Rodrigues.pdf.txtCarlos Augusto Alfeld Rodrigues.pdf.txtExtracted texttext/plain517549https://repositorio.pucsp.br/xmlui/bitstream/handle/24430/2/Carlos%20Augusto%20Alfeld%20Rodrigues.pdf.txtde5e8f7c424d519e23cad411dec752bfMD52THUMBNAILCarlos Augusto Alfeld Rodrigues.pdf.jpgCarlos Augusto Alfeld Rodrigues.pdf.jpgGenerated Thumbnailimage/jpeg1255https://repositorio.pucsp.br/xmlui/bitstream/handle/24430/3/Carlos%20Augusto%20Alfeld%20Rodrigues.pdf.jpg63b447b40d7b7087fc86aa761828e2a0MD53handle/244302022-06-09 13:11:01.065oai:repositorio.pucsp.br:handle/24430Biblioteca Digital de Teses e Dissertaçõeshttps://sapientia.pucsp.br/https://sapientia.pucsp.br/oai/requestbngkatende@pucsp.br||rapassi@pucsp.bropendoar:2022-06-09T16:11:01Biblioteca Digital de Teses e Dissertações da PUC_SP - Pontifícia Universidade Católica de São Paulo (PUC-SP)false
dc.title.pt_BR.fl_str_mv Sociossemiótica dos filmes publicitários na TV, YouTube, Facebook e Instagram
title Sociossemiótica dos filmes publicitários na TV, YouTube, Facebook e Instagram
spellingShingle Sociossemiótica dos filmes publicitários na TV, YouTube, Facebook e Instagram
Rodrigues, Carlos Augusto Alfeld
CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO
Filme publicitário
Regimes de interação
Sentido e risco
Advertising film
Regimes of meaning, interaction and risk
Syncretic enunciation
title_short Sociossemiótica dos filmes publicitários na TV, YouTube, Facebook e Instagram
title_full Sociossemiótica dos filmes publicitários na TV, YouTube, Facebook e Instagram
title_fullStr Sociossemiótica dos filmes publicitários na TV, YouTube, Facebook e Instagram
title_full_unstemmed Sociossemiótica dos filmes publicitários na TV, YouTube, Facebook e Instagram
title_sort Sociossemiótica dos filmes publicitários na TV, YouTube, Facebook e Instagram
author Rodrigues, Carlos Augusto Alfeld
author_facet Rodrigues, Carlos Augusto Alfeld
author_role author
dc.contributor.advisor1.fl_str_mv Oliveira, Ana Claudia Mei Alves de
dc.contributor.advisor1Lattes.fl_str_mv http://lattes.cnpq.br/2458418074368433
dc.contributor.authorLattes.fl_str_mv http://lattes.cnpq.br/0525371833370597
dc.contributor.author.fl_str_mv Rodrigues, Carlos Augusto Alfeld
contributor_str_mv Oliveira, Ana Claudia Mei Alves de
dc.subject.cnpq.fl_str_mv CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO
topic CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO
Filme publicitário
Regimes de interação
Sentido e risco
Advertising film
Regimes of meaning, interaction and risk
Syncretic enunciation
dc.subject.por.fl_str_mv Filme publicitário
Regimes de interação
Sentido e risco
dc.subject.eng.fl_str_mv Advertising film
Regimes of meaning, interaction and risk
Syncretic enunciation
description This thesis addresses the organization of the syncretic enunciation of advertising films aired on TV, YouTube, Instagram and Facebook. Considered as a syncretic semiotic object and configured by a global enunciation strategy responsible for placing semionarrative structures on the discursive scene, we assume with Landowski (1992) the enunciation as an act that "makes meaning", concretized in the utterance with the ratification between the two language planes (expression and content). The main issues of this research are: How does the meaning of the advertising films shown in these main media and exhibition platforms emerge? How are the regimes of meaning, interaction and risk woven into the narrative structure of the selected films? How does the discursive organization of advertising in film format happen? To what extent does this discursive organization bring into play different modes of presence of the complex subject of the enunciation? The main hypothesis focuses on the complexity of the narrative structure of the advertising film, since it articulates more than one regime of meaning, interaction and risk, which in turn are no longer focused on the exclusive use of the regime of manipulation and programming. As for the discursive interactions between the complex subject of the enunciation, these are built based on the organization of the apparatus of the syncretic enunciation as it transits through the formats and media between TV, YouTube, Instagram, Facebook, by the respective production devices and, finally, by the devices of display such as smartphones, tablets, notebooks, TVs and smart TVs. Thus, postulating what this research tests, its objectives are both these verifications of the enunciative procedures of the advertising film in different media and formats, explaining them as the interaction, meaning and risk regimes. The analysis of the corpus is based on the theoretical-methodological framework of Discursive Semiotics by Algirdas Julien Greimas, in particular, on the sociosemiotics developments of Eric Landowski, with emphasis on his theorizations on enunciation in act and on the elliptical model of meaning and value. About the language syncretism approach, the basis are Jean-Marie Floch's theories, added to Ana Claudia de Oliveira's, with developments in the treatment of plastic, aesthetic and rhythmic arrangement of the basic plane of expression of discursive interaction modes. The results of this investigation aimed both at disseminating the contributions of the semiotic analysis of the enunciation of syncretic advertising utterances for professionals from advertising agencies and at explaining the semiotic method for training in advertising and advertising
publishDate 2021
dc.date.issued.fl_str_mv 2021-08-04
dc.date.accessioned.fl_str_mv 2022-02-02T19:01:57Z
dc.date.available.fl_str_mv 2022-02-02T19:01:57Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
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dc.identifier.uri.fl_str_mv https://repositorio.pucsp.br/jspui/handle/handle/24430
identifier_str_mv Rodrigues, Carlos Augusto Alfeld. Sociossemiótica dos filmes publicitários na TV, YouTube, Facebook e Instagram. 2021. Tese (Doutorado em Comunicação e Semiótica) - Programa de Estudos Pós-Graduados em Comunicação e Semiótica da Pontifícia Universidade Católica de São Paulo, São Paulo, 2021.
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