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. 

The fantastic in Erico Verissimo: analysis of the short story “Sonata”

Based on the fantastic narrative, this paper aims to present an analysis of the short story “Sonata”, from Erico Verissimo, which is part of his work Fantoches e outros contos, originally published in 1932. This is the first book published by this author, the only one of his own composed just by short stories. For the purpose of this paper, first of all, it is clarified the concept of fantastic narrative, according to the understanding of some authors – as Todorov (1979), Rodrigues (1988) and Calvino (2004) –, and, furthermore, it is briefly discussed the concepts of strange and marvelous, which contributes to the definition of fantastic. It is also mentioned aspects related to the emergence of fantastic and the reasons of its existence. To verify this element in the narrative, it is required a strange or supernatural event and, also, the hesitation of the reader and of a character. Besides, this kind of narrative involves a certain way of interpretation – the way that the reader faces the events presented by the story contributes to support the fantastic. After these considerations, it is presented a thorough analysis of the short story “Sonata”, which has music as a guide and presents the point of view of its main character, who is not named. That is the story of a young piano teacher that, in the context of World War II, moved by the desire of escaping from reality, gets immerse in old newspapers. In his reading, he finds out an ad from 1912, the year he was born, which requests the services of a piano teacher. From that moment on, a journey to the past starts, and, then, it is possible to verify the presence of several elements that point to the fantastic and allow the reader to experience the hesitation, such as the theory here in use indicates.