THE ELDERLY IN TWO ADVERTISING: A DISCURSIVE ANALYSIS

 The advertisements are a discursive genre that are meant to promote a brand, product or service attracting investors and / or customers. Its constitution strategies are varied: ranging from humor to the controversy. This feature allows each advertisement reaches the public in a different way, generating empathy, moving reviews, discussions etc. Because of this social relevance, this study aims to analyze two advertisements of Havaianas sandals, aired on television and the internet, in the months of August and September 2009. These pieces had as main character an elderly: (i) in the first interaction situation with his granddaughter; and (ii) the second to the viewer. In the latter, referred to the answer given by the public on the contents of the first piece. The interest in these parts is related to the controversy generated about the old character and his speech. From the interactionist perspective, based on the conceptual framework of Bakhtin and his Circle, proposes to examine the discursive process initiated by the enunciation of these parts in order to describe elements rooted in shared social knowledge about the elderly. Thus, we mobilized the concepts of dialogism, interaction and axiological concepts of discourse. The analysis of the specimens shows that the representation of the elderly as a partner responsible for a more liberal discourse on emotional and sexual life is not yet part of the social horizon of the Brazilian public. His appearance generates dialogue with the public (albeit to receive criticism) that concerns this brand interactions.

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.