BETWEEN IMAGES AND SCOURGES: THE REGIONAL CABLE VERDEAN MANUEL LOPES

This article aims to analyze the work The flagellates East Wind (1959), Cape Verdean writer Manuel Lopes, highlighting their contribution to the development of Cape Verde literature, from a regionalist perspective. In this work, Manuel Lopes introduces the reader to the hard reality that the panel are subjected the inhabitants of St. Anthony, victims of insular confinement and natural phenomena that afflict the region. Thus, this analysis understand regionalism as a timeless current, as Ligia Chiappini (1995), which does not exclude the universalism of the work and seek to identify the specifics of the landscape, the structure and organization of the Cape Verdean society, customs, cuisine, music, way of speaking as a translation for the construction of national identity. Therefore, we will use as theorists subsidies Manuel Ferreira (1997), Daniel Spínola (1998), Simone Caputo Gomes (2008) (2015), João Paulo Madeira (2014), Maria Aparecida Santilli (1985), Maria Nazareth Soares Fonseca e Terezinha Taborna Moreira (2014), among others.

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.