Banca de DEFESA: TACICLEIDE DANTAS VIEIRA

Uma banca de DEFESA de DOUTORADO foi cadastrada pelo programa.
STUDENT : TACICLEIDE DANTAS VIEIRA
DATE: 13/12/2019
TIME: 14:30
LOCAL: AUDITÓRIO D DO CCHLA
TITLE:

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KEY WORDS:

Advertisement film. Utterance project. Dialogical relations. Ideological sign. Contemporaneousness.

PAGES: 233
BIG AREA: Linguística, Letras e Artes
AREA: Linguística
SUBÁREA: Linguística Aplicada
SUMMARY:

This research questions the discursive sphere responsible for creating and publishing the utterances which arouse the market’s consumption. Its chief goal is to comprehend the current configuration of the utterance project about the advertising films genre, specifically taking into account material produced contemporarily for Mother’s Day and Christmas. Furthermore, it pledges to build intelligibility on the advertising speeches alignment to their (supra)addressees. To reach that, four major brands in Brazil are approached: Johnson & Johnson, Natura, Renner and O Boticário. It weaves a theoretical-methodological web whose master thread corresponds to Bakhtin’s circle’s postulates, explicitly the ones talking about language, dialogical relations, ideological sign, discourse genre, concrete utterance, utterance project, and centripetal and centrifugal forces. Such notions are articulated as discussions coming from Social Studies thinkers and conceptions imported from the Communication area. Belonging to the Applied Linguistics field, in its trans or interdisciplinary character to approach concrete discursive/social practices, the study adopts an interpretativist paradigm, in cooperation with the indicial method, taking a social-historical-dialogical orientation. The interaction with the advertising films constituting the corpus makes it possible to know and systematize elements and dialogical, ideological clashes which go through and characterize the communicative (re)configuration of these verbivocovisual utterances so widespread nowadays. Thought up as a hybrid project, such films are stretched by long established traditional values and by their claimed reevaluation in modern times, opening up ingeniously to diversity not only in its composition, that is, in the format and materiality in which the films are expressed, but also in their configuration, which means, in their intentional matrices and the means to their architectonics accomplishment. The analysis of these films provided the understanding that the advertising utterance project, designed to sell, the undying purpose of the genre archaica, may present (con)fusion, predominant or partial, with a non-commercial discourse; sublimation of the commercial discourse; or a juxtaposition with a non-commercial discourse. In all these cases, its primal discursive intent (dis)closed by aligning the contemporary social evaluations, responsive to its (supra)addressees. In this scenario, brands and products may act as complementary terms, essential, accessories or independent in the whole expression before the unity of its utterance project, defined axiologically at the first instant of their creation and implied in each mo(ve)ment of their discursive configuration. In sum, linked to dates extremely consolidated in the culture, not only these universal utterances thrill, entertain and persuade, but also reflect and refract social and market values to get consecrated on a dialogical, sometimes, conservative and stereotyped background.

BANKING MEMBERS:
Presidente - 1149420 - MARIA DA PENHA CASADO ALVES
Interna - 2211871 - RENATA ARCHANJO
Externo ao Programa - 3943432 - JOSENILDO SOARES BEZERRA
Externa à Instituição - LUCIANE DE PAULA - UNESP
Externo à Instituição - MARCO ANTÔNIO VILLARTA NEDER - UFLA