O humor nos anúncios publicitários para televisão : uma análise dos comerciais automotivos para tv de 2012

• Ano de defesa: 2013
• Autor(a) principal: Santos, Márcia Maria da Silva
• Orientador(a): Carvalho, Maria Leônia Garcia Costa
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Programa de Pós-Graduação: Pós-Graduação em Letras
• Palavras-chave em Português: Semiótica - Análise; Publicidade; Lingüística; Textos publicitários; Humor; Análise semiótica; Propaganda de automóveis
• Palavras-chave em Inglês: Linguistics; Publicity; Semiotics; Advertsing texts; Advertise of cars
• Área do conhecimento CNPq: CNPQ::LINGUISTICA, LETRAS E ARTES::LETRAS
• Link de acesso: https://ri.ufs.br/handle/riufs/5835

Faced with a society increasingly inserted in a capitalist system that tends to surrender to the numerous temptations proposed by the consumer market, we recognize the need to analyze the effectivity of persuasive techniques commonly used in the advertising industry with marketing purposes. Accordingly, we aimed to conduct a semiotic analysis about the resources used in commercials for television, intentionally produced in order to influence viewers, pointing towards possible effects caused in the receivers of such messages. For this purpose, our corpus consisted of advertising texts of car brands that explore the humor, resource commonly used in this type of genre in contemporary times, considering his character irreverent and catchy, which promotes not only the empathy of consumers in relation to brand, but also their adhesion to advertised product. We still have had as aim, to reflect on the language of advertising texts and their implications with regard to the social aspect as to the scope given to it - as well as the intention to analyze their influence on the subjects receiving, such as the case of the power of speech used, given its linguistics importance. Thus, the analysis consists of a qualitative approach, grounded in some theoretical lines for its reasoning, highlighting the contributions of Bakhtin (1997), Possenti (2007), Pierce (2010) and Santaella (2008 and 2010). Finally, some considerations with regard to didactic and pedagogical application of semiotics, proposing greater use of advertising texts in classrooms, in order to arouse the students´ interest in reading and critical interpretation of the genre analyzed in order to better develop the skills of reflection and discernment.