Banca de DEFESA: LIZAINNY APARECIDA ALVES QUEIROZ

Uma banca de DEFESA de DOUTORADO foi cadastrada pelo programa.
STUDENT : LIZAINNY APARECIDA ALVES QUEIROZ
DATE: 21/06/2022
TIME: 14:00
LOCAL: Pela plataforma RNP
TITLE:

I just wanted to be in a ordinary family.

The discursive representations os Brazilian family in advertising

KEY WORDS:

Advertising Discourse. Semiolinguístics, Family Arrangements. The Visual Design Grammar. Television Advertising.

PAGES: 329
BIG AREA: Lingüística, Letras e Artes
AREA: Lingüística
SUBÁREA: Teoria e Análise Lingüística
SUMMARY:

This research analyzes 18 advertisements referring to the commemorative dates: Father’s Day, Mother's Day, and Christmas during the period 2013-2018, the interrelationship between verbal and non-verbal language in the constitution of discursive representations of the Brazilian family in advertising pieces. To verify this verbal-visual texture, I used two strands of Discourse Analysis: Kress's Grammar of Visual Design; Van Leeuwen and Charaudeau's Semiolinguistics, aiming to understand how verbal-visual semiosis builds identities, creates power relations, spreads ideologies, beliefs and values. I tried to identify in the advertisements and in the publicity contract the relational interaction of the verbal and visual semiosis that originate the power relations, build identities, and spreads ideologies, beliefs and values. For the analysis of the corpus, I followed the methodological procedures of the theory adopted to observe how the family arrangements far from the traditional are being conveyed by television advertisements. The data revealed that the intertwining between verbal and visual languages occurs in a strategically planned way in all advertisements, to take advantage of the significant benefits of each semiosis and the junction between the two languages to convince and seduce the target audience. The analysis of the discursive practice revealed that the different families are represented by an articulation interested in protective, responsible, affective and emotional and financial, competence discourses, positioning them as beneficiaries in the acquisition of the most diverse products. The conveyed family is always represented in a positive and replicating way of a model considered ideal heteronormative, even when portraying other relationships. It also revealed that the participation of different family arrangements in television advertisements is broadcast a timidly , within the most accepted and socially approved representations, supporting the encouragement of consumerist attitudes. The results demonstrated the importance of the image for the use of persuasion strategies and semiotic resources to create a certain intimacy with the viewer so that he can identify with the narrative.

BANKING MEMBERS:
Interno - RENATO CAIXETA DA SILVA
Interna - GIANI DAVID SILVA
Externa à Instituição - WILIANE VIRIATO ROLIM - IFPB
Externa à Instituição - LEILA MARLI DE LIMA CAEIRO
Externa à Instituição - SORAIA MATILDE MARQUES BUCHHORN