MEMÓRIA E DESCRIÇÃO: UMA ANÁLISE DO FUNCIONAMENTO DISCURSIVO DA DESCRIÇÃO EM ANÚNCIOS DE FUGA DE ESCRAVOS

Para a elaboração do presente texto, diversas perspectivas da descrição foram observadas. Em geral, quase todas elas propunham a descrição como modo particular de organização textual juntamente com a narrativa e a dissertação. Assim, as técnicas de elaboração de textos descritivos, como também sua relação com a percepção, foram tomadas como dados constitutivos desse tipo de textos. (Ver Filinich 1995, Gramatic 1995, Castro 1988, Koch 1987). Nesse artigo observaremos as teorias da descrição propostas por Genette, Filinich, Hamon e Orlandi procurando nestas, elementos que contribuam para a análise das descrições presentes no nosso corpus. Para realizar a análise do corpus utilizamos partimos da hipótese que, nas descrições de anúncios de fuga de escravos publicados nos jornais da cidade de Campinas entre 1870 e 1880, constitui-se uma imagem singular do escravo. Este será constituído como sujeito de uma sociedade. A partir do marco teórico da AD francesa, visamos observar os processos, que acontecem na descrição, relacionados com a constituição do escravo como sujeito. Em outras palavras, como essa constituição se materializa no texto do anúncio.

The Constitution of Subject Slave in the Journal: “Dezenove de Dezembro"

  ABSTRACT: This article is based on the contributions of discourse analysis from French orientation, which combines the linguistic aspect to the socio-historical, it understands, therefore, that the speech is the place of ideological manifestations (ORLANDI, 1984) and can not be dissociated from its production condition, that is, of all his surroundings and constituent: who, when, where. Starting with four announcement on runaway slaves and two missing pets, published in the Journal: Dezenove de Dezembro, in circulation in the State of Paraná, in the nineteenth century, we analyze the position of the press at the time to refer to the runaway slave. The appreciation of the words used by the enunciator has revealed that he had the intention to highlight the condition of "object" of the black slave, limiting his identity to their physical particulars, referring to aspects found in the missing pets announcements. Thereby, we find, in these analyzed announcements, which the formation of the subject slave in the Paraná society of the nineteenth century is subjected, and it can not be disconnected of ideological and historical instances.

The family in the discourse of television advertising campaign margarine "Qualy": another model, the same story

This work is part of the result of masters degree research that aims to analyze how the margarine commercials "Qualy", through television, create a particular imagery around the very concept of family. For this purpose, we raise the following question: how are the effects of meaning, concerning this concept, created in the “Qualy” margarine television advertising? To answer this question we focus on the goal of understanding Sadia discourse using a “Qualy” advertise campaign, produced in 2009, which consist of eight commercials. Our theoretical purpose is to seek the light of French Discourse Analysis of Michel Pecheux and Eni Orlandi, trying to understand the workings of these effects of sense on family which come from this advertising intent. The campaign propagation took place through open national television media between 2009 and 2010. In the course of its eight episodes it tells a little story about a particular family dynamic, composed of three members: a mother (Anne), son (Rafa) and grandmother (Theresa), plus a fourth character who does not live with his family but is often around, it is the mother's boyfriend (Beto). With the analysis process it was possible to notice that although the surface of discourse reveal an organization of contemporary family, the relationships established in this family, even if sometimes conflicting, substantially reveal that the traditional family, which has always been present in commercials, above all, the margarine ones. 

APHRODITE BEFORE THE MIRROR: THE CHARM OF WORDS AND IMAGES OF TEXT IN DIGITAL ADVERTISEMENTS FOR COSMETICS ANTISIGNALS

This article presents reading strategies that seek to contribute to better understand the words and images used in digital advertising discourse of cosmetic antisignals intended in particular to female audiences. For this analysis, we start from the assumption that, if such products are sold, the language of advertising messages carefully prepares to persuade the female audience to a possible need to purchase. The development of reading strategies is supported by the Polyphonic Theory of the Utterance of Oswald Ducrot, so that these serve as input for similar analysis, covering other text types. It starts from the assumption that there is a common given in these ads: the advertised products are invested in a magical power, which suggests that can minimize or even eliminate the marks that the time printed on the faces of those who use the products.

Expressões alegóricas da modernidade na publicidade

RESUMO: Tal proposta de estudo reflete sobre os emblemas da modernidade nas imagens da publicidade, especificamente a partir dos anúncios da revista Capricho, da década de 1970. Diante disso, as alegorias da marca compreendem tudo aquilo que a marca representa na mente do consumidor e, ao mesmo tempo, revela transfigurações das relações entre a arte da memória e conhecimento presentes na publicidade. Enfatizamos, nessas imagens, a multiplicidade de gêneros a partir do entrelaçamento de sentidos, tempos e espaços, saberes e conceitos presentes nas relações culturais do mito; seus padrões de comportamento, crenças, costumes, ou seja, suas configurações culturais e objetos de conhecimento sobressaltados no emaranhado mundo de sentidos estéticos e políticos persistentes no anúncio publicitário.