Educational advertising on youtube: a discursive analysis

The internet has been an increasingly important support for advertising various products. We witness the proliferation of educational advertisements on youtube, aiming for membership of an audience that craves attend university. Thus, the advertising discourse uses linguistic and imagistic strategies increasingly effective. The image constructed in discourse this is a strategy. Therefore, in this study, we aimed to analyze the emerging ethos of sceneries built in educational advertising on youtube. Therefore, we analyzed five videos aimed at pre-university students, adopting as theoretical presuppositions of discourse analysis (AD) French oriented, based on Maingueneau research on the scenes of enunciation. The analysis revealed the variation of topographies and cronografias featuring sceneries, linked to the scenic framework of educational advertising discourse on youtube. Therefore, based on scenes of enunciation, we see the construction of a bold ethos, brave, challenging, among others.

NOTES ON THE PRESENT OF THE CONCEPT OF DISCURSIVE FORMATION

This paper aims to discuss some points on the concept of discursive formation’s formulation and application. I elaborate my point by putting in relation three French texts equally stated in Brazilian soil. Jean-Jacques Courtine, Jacques Guilhaumou and Dominique Maingueneau separately wrote each one of these three texts. Moreover, I have not randomly chosen their names: they are three authors who constitute concepts across theoretical formulations of Discourse Analysis in France, and, because of that, they are often cited in order to keep this area of knowledge in Brazil. So that my argument is justified by the need of analyzing, throughout the meeting of those three statements, an attempt to define the current status of the concept of discursive formation to the historical a priori for the Discourse Analysis’ discourse in Brazil. In order to be guaranteed of some theoretical approach, I turn my attention to the famous conference by Michel Foucault (1971), L’ordre du discours, in which he exposes four principles to examine the statement’s function of existence: specificity, inversion, discontinuity, and exteriority. Underlining the principle of specificity of a statement through the series of statements, I aim to demonstrate that a concept’s circulation does not depend on an ontological truth, or on a founding text, or on the specificity of a father; it is determined by the will to truth, which offers historical conditions to the underlying discursive practices.

TOWARDS A DISCURSIVE LOOK TO THE SUBJECT AND SENSE PRODUCTION IN THE AESTHETIC FIELD OF LITERATURE

This paper aims at presenting an epistemological discussion of the literary fact in order to build a theoretical and conceptual understanding of how subjects and senses can be analysed in the discursive dynamic of the Literature aesthetic field. From the theoretical place of discourse analysis (DA), especially Pêcheux’s ideias in synchrony to dialogical polyphonic assumptions developped by Bakhtin Circle, and from literature concepts in Barthes, Blanchot and Foucault’s studies, it is its goal to put up a theoretical reflection on the dynamic of meaning and subject construction in the literary space as a way of a starting-support-reflective point that can help those who interests and seeks an analysis exercise of the literary by a discursive prism.

DIMENSIONS ENONCIATIVE, DISCURSIVE ET DIALOGIQUE DE LA MODALISATION

Depuis plusieurs années, les linguistes de l’énonciation et du discours reviennent, à l’exemple de Charaudeau et Maingueneau (2002), sur la notion de modalisation dont ils perçoivent l’importance. Apparemment centrale pour une théorie de l’énonciation, cette notion a été contrariée dans son développement par les postures d’une linguistique plus habituée à analyser des énoncés que des activités langagières.

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.

A DISCURSIVE STUDY ON STATEMENTS THAT ROCKED THE BRAZIL IN 2013 YEAR

This paper aims to take a discursive study upon two widely repeated statements in the streets of Brazilian cities in June, 2013, when the rise of urban transportation costs caused popular demonstrations to begin. However, this rise of rates seems to have served as a mere trigger to mobilize citizens to add up other agendas to the demonstrations, such as the right to health, education, good public safety, as well as the corruption installed in the country. Thus, we sought to verify the effects of erupted in the statements “Come to the streets” and “The Giant has woken up”, used to summon the citizens subject to the fight and to leave the state of moral inertia to them history. From our point of view, these statements are a discursive event, because slip of a discursive domain to another and produce effects of citizenship and that another country was possible. In addition, they attest to the ideology material character in the language and operation of discursive memory, which enables not only the memory and repetition, but also the refutation and oblivion. By this bias, we take the city not as territorial extension, but as a large text that is given to read, that is, as a symbolic space in which history and the language are linked producing senses determined by application of the subject in memory networks and that claim by interpreting gestures.

Linguistic-discursive analysis of scientific divulgation texts in the contexts of Forensic Sciences

Texts about scientific divulgation have as objective to inform about knowledge from the scientific community. To make this specific discourse, made from scientist to scientist, be understood by the general public, it is necessary do some formals and conceptual modifications in the discourse. In this paper, two texts about forensic sciences were analyzed. One text is from the magazine Ciência Hoje and the other one is from the Superinteressante. It was observed, in the Superinteressante, a major concern about the reformulation and explanation of the scientific terms used in the text. In the other hand, occurrences of authority arguments were bigger in the text from Ciência Hoje. These results are consistent with the communicative purpose of each magazine.  

DISLOCATIONS IN THE TEACHING OF OBJECTS TO PRACTICES; OF PRACTICES TO OBJECTS

In this text I argue, by means of contrast, about two different and opposite ways of understanding the process of teaching a mother tongue: one that focuses on the product of the objectifying thinking over language, basing the teaching process in the development of the capacity to recognize linguistic structures of different levels, which can range from recognition of the discourse genre to the minimum signifying units in the inner structure (phoneme) or, taking the opposite way, from minimum units to the higher levels; the other one focuses on language practices, taking the role of intuitive thinking over the language expressive resources as one of these practices, and among them we can find the discursive genres, but not having as a goal the product recognition of the objectifying scientific activity

The Practice of Reading, Writing Papers and Linguistic Analysis in Teaching Portuguese: A Proposal for the Organization of Everyday School Life from the Perspective of Multiliteracies

This paper aims to reflect on the teaching of Portuguese language in the context of twenty-first century, taking as its starting point the proposal of multiliteracies. We propose to discuss the applicability of genres in the classroom as a condition to ensure the construction of fundamental knowledge to social practices of language. For this, we rely on recent studies on the possibilities that the genre can bring to practice reading, writing papers, and linguistic analysis. We intend, therefore, to assist the planning of teachers who still find themselves unsure on curricula that suggest what they have to do, but did not say how. Understand the reason why this work is another contribution to the teaching of Portuguese in the final years of elementary school and high school bringing out a space for discussion about what needs to be taught and some teaching procedures that favor the democratization of school and interaction linguistics. Curricular innovations and new ways of thinking about teaching and learning of mother tongue are already part of the reflections of most professionals, but there is still an open field to think of more effective alternatives through multimodality an interactionist conception of language.

LOGO: GRAMMATICALIZATION AND SEMANTICS IN MEDIA TEXTS

It is a fact that the study and the correct application of the rules of Portuguese grammar are necessary for the issuer to communicate adequately in most discursive genres. However this same grammar imposes certain rules that now left to be used due to historical developments that pervade any language, now began to be employed so not always equal to those advocated by the normative grammar. Wherefore to understand situations which are not justified by traditional grammar, theories that are sought to assist this understanding. The current adopted will be the Functionalism, which promotes linguistic analysis beyond established by normative grammar, it covers other aspects not considered by her. Looking enlarger the discussions about the different uses, this study is aimed at ascertaining what is mentioned by the normative and functionalists studies with respect to the word logo, traditionally defined as a coordinating conjunction conclusive. Furthermore, we seek to show the process of grammaticalization whereby the term came and expose the different semantic relations that he can express in language use. To prove this, was used everyday examples, took out from media texts, such as magazine Isto É and the newspaper Folha de S. Paulo.

The productions of sense about “índia” tattoo

The present proposal aims at to reflect, in the scope of the Discourse Analysis (AD) of Pêcheux tradition, about differents interpretations of the “índia” tattoo. More accurately, we treat of the two dissimilar interpretations: the first one was presented by “Cartilha de Orientação Policial – Tatuagens: Desvendando Segredos” (2011), produced by the Military Policy of Bahia State that brings to its readers the direction attributed to some tattoos; and the second, it is that we do, from a semi-structured oral interview realized with a citizen who has the “índia” tattoo materialized on his body and that does not know about the Cartilha. We clarify beforehand, that we conceive a tattoo as a text that produce discourses. Made this registration, we point out that in this study we understand there are two distinct instances, that produce and mobilize directions that are also affected by the distinct imaginary. Thus, our objective is to oppose the predetermined direction by the Cartilha with the one that we could produce from the analysis of the interview of the tattooed citizen about his tattoo. From lectures and other works realized by us, we understand that the tattoo means and that the senses are not only in drawing, but beyond it. In this perspective, we call attention to the fact that as the words are not endowed with a sense a priori, as proposed by the pecheuxtiano legacy, as the tattoos that process the meaning production also do not let us predetermine senses in authoritarian form. In reading/interpretation of a tattoo, multiple interpretations can be produced, depending on the memory effects that are mobilized at the moment. New interpretations can be projected and this discursive work of attribution of directions is one that can influence the reader society in (pre)concepts about the tattooed citizen and/or with the tattoo that he carries in his body.

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.