Título
[en] CRITICAL DISCOURSE ANALYSIS: REPRESENTATIONS OF WOMEN IN AMERICAN ADVERSTISING FOR COFFEE FROM 1960 TO 2011
Autor
[pt] ANELISE PAULINO MACHADO
Vocabulário
[en] GENDER
Vocabulário
[en] SOCIAL CONTEXT
Vocabulário
[en] CRITICAL DISCOURSE ANALYSIS
Vocabulário
[en] ADS DISCOURSE
Vocabulário
[en] IDEOLOGY
Resumo
[en] Research has shown that advertisements may reveal the ideology of the society from which they stem. This study looks into fifteen advertisements of an American coffee brand from different decades. The analysis is grounded on Schultz and Barnes’s (1994) approach to ads. In addition, Fairclough’s (1995) description of critical discourse (CDA) is used to understand how women have been portrayed in these ads. The theoretical support also draws from Rapaille’s theory of Culture Code (2006). Each decade is described and the way women are portrayed is seen through the ads selected. The study concludes that language and ideology are deeply intertwined.
Orientador(es)
JULIANA JANDRE BARRETO
Orientador(es)
SONIA ZYNGIER
Catalogação
2014-06-11
Tipo
[pt] TEXTO
Formato
application/pdf
Idioma(s)
INGLÊS
Referência [en]
https://www.maxwell.vrac.puc-rio.br/colecao.php?strSecao=resultado&nrSeq=23114@2
Referência DOI
https://doi.org/10.17771/PUCRio.acad.23114
Arquivos do conteúdo
NA ÍNTEGRA PDF