Título: | TELEVISIN ADVERTISEMENTS AS A DISCOURSE GENRE: VERBAL INTERACTIONS UNDER BAKHTIN`S PERSPECTIVE | |||||||
Autor: |
AMANDA FERRAZ DE OLIVEIRA E SILVA |
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Colaborador(es): |
LUCIA PACHECO DE OLIVEIRA - Orientador |
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Catalogação: | 15/SET/2005 | Língua(s): | PORTUGUESE - BRAZIL |
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Tipo: | TEXT | Subtipo: | THESIS | |||||
Notas: |
[pt] Todos os dados constantes dos documentos são de inteira responsabilidade de seus autores. Os dados utilizados nas descrições dos documentos estão em conformidade com os sistemas da administração da PUC-Rio. [en] All data contained in the documents are the sole responsibility of the authors. The data used in the descriptions of the documents are in conformity with the systems of the administration of PUC-Rio. |
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Referência(s): |
[pt] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/ETDs/consultas/conteudo.php?strSecao=resultado&nrSeq=7059&idi=1 [en] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/ETDs/consultas/conteudo.php?strSecao=resultado&nrSeq=7059&idi=2 |
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DOI: | https://doi.org/10.17771/PUCRio.acad.7059 | |||||||
Resumo: | ||||||||
The purpose of this research is to study the genre
television advertisements and
verbal interactions under Bakhtin`s perspective. The main
corpus of the study is
composed of data from TV ads, having been recorded and
transcribed 11 samples of
Brazilian car advertisements of FIAT Automobile Company,
produced from 2000 to
2003. The analysis of the ads was based on theoretical
concepts extracted from
Bakhtin`s language theory (1981, 1992 and 1997),
considering genre, verbal
interaction, dialogism, discursive voices, intertextuality
and irony. Based on the
results of the analysis, the classification of television
advertisements as a complex
intersemiotic genre is proposed. Data analysis also led
into the characterization of
TV ads as a fusion of the advertisement genre itself
together with its supporting
medium, the television. The analysis of verbal interactions
indicates that this genre
reflects socio-historical aspects, values and stereotypes
of a particular period of time
through ideological voices, which are intertwined in
discourse. This research
confirms that language is a social, historical and
ideological phenomenon and that
context is very important for the understanding of what is
said or of what one wants
to say in a television advertisement, which is itself a
social utterance (Bakhtin, 1981,
124).
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