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 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.

Advertising to children in Brazilian families: a critical discourse analysis of reception

This article aims to contribute to the understanding of the reception of advertising to children in Brazilian families. The topic of children's advertising has gained importance in recent years because of the civil movements for regulation by-law of advertising to children in Brazil. In view of the various interests at stake, the matter has been the subject of discussion and controversy. Therefore the objective of this paper is to cooperate to the debate, in order to understand the reception of children's advertising in family dynamics. We chose here the focus in the perspective of mothers and fathers. Four semi-structured interviews for the mothers and fathers of children aged between six and 10 years, conducted in two schools in the Distrito Federal, were analyzed. The category ‘appraisal’ was considered for analysis of positions, behaviors and feelings present in the discourse of the parents. The reflections were guided on Critical Discourse Analysis and reveal that advertising to children has been responsible for a determinate disharmony in the family environment, while at the same time strengthen traditional roles of social actors.

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.

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.