AND THEY LIVED HAPPY FOREVER AND EVER: the dialogical relationship in a advertising campaign by O Boticario

According to Bakhtin, the discourse is always the result f intercrossing with other texts and from them the collective aspect from the “I”, tagged by voices which join to each other in the discourse. One of the ways of putting different voices into the discourse is the stylization. In it, there’s the imitation of another discursive materiality, that implies a dialogue whose effects of meaning are convergent among them. As an effect, it’s gotten a bivoiced discourse in which echoes are listened from the discourse which stylizes and also from the one which was stylized. Based on this, this paper has as an objective to find out the dialogue, made by the stylization, that the chosen advertising campaign maintain with some of the known fairy tales. The theoretical foundation will be Bakhtin’s studies and reflexions (1997; 1998; 2011) about the language dialogical character and studies from people who studied his studies, such as Brait (2005; 2010), Fiorin (2006a; 2006b), among others. The research methodology was, based in the balkintinian dialogism concept, in the reading and search for the dialogical relationship and texts which have the advertising style in relation to the childish tales. As a result, it was gotten the confirmation that the advertisement is always a memory from other texts by its intertextual and interdiscoursive characteristics. So, when the speaker created the campaign from already known voices, id arouse an expectation in the interlocutor, with whom, a dialogue will be held that, consequently, will result in a response. In this case, the interlocutor interest by the announced product.

Para Bakhtin, a unidade textual acontece pelo amplo e complexo quadro de relações de valores humanos que presidem a atividade de produzi-la. Assim, o discurso é sempre resultado de entrecruzamentos com outros textos, daí o aspecto coletivo do “eu”, marcado por outras vozes que se mesclam no discurso. Com base nisto, o objetivo deste trabalho é desvendar o diálogo, concretizado na estilização, que a campanha publicitária escolhida mantém com alguns contos de fadas conhecidos. A fundamentação teórica serão as descobertas e reflexões de Bakhtin (1997; 1998; 2011) sobre o caráter dialógico da linguagem, e os estudos de pesquisadores da sua obra, tais como Brait (2005; 2010), Fiorin (2006a; 2006b), dentre outros. A metodologiade pesquisa consistiu,à luz do conceito bakhtiniano de dialogismo, na leiturae na busca das relações dialógicas entre os textos e dos traços estilísticos da propaganda em relação aos contos infantis.  Como resultado, alcançou-se a confirmação de que a propaganda é sempre memória de outros textos pelo seu caráter intertextual e interdiscursivo. Assim, quando o emissor criou a campanha a partir de vozes já conhecidas, despertou expectativa no receptor, com o qual travará um diálogo que, consequentemente, gerará uma réplica. No caso, o interesse do receptor pelo produto anunciado.