Entre a tentação tecnológica e a sedução humana: uma leitura semiótico-discursiva de textos publicitários sobre inteligência artificial
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| المؤلف الرئيسي: | |
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| تاريخ النشر: | 2025 |
| التنسيق: | Article |
| اللغة: | por |
| المصدر: | Repositório Comum do Brasil - Deposita |
| Download full: | https://deposita.ibict.br/handle/deposita/839 https://doi.org/10.23900/redli.v12n1-035 https://cienciaesociedade.com/index.php/redli/article/view/84 https://cienciaesociedade.com/index.php/redli/about |
الملخص: | This article presents a semiotic-discursive reading of two advertising texts, with distinct materialities, that address Artificial Intelligence (AI), seeking to uncover how, in the field of contemporary advertising, the inherently antagonistic meanings attributed to technology and human sensibility are constructed. Based on Greimas' theoretical and methodological contribution of Discursive Semiotics, this study outlines the generative path of meaning, analyzing semantic oppositions, categories centered on narrative subjects, as well as the relationships between the subjects of enunciation that are inscribed in the discursive plane of advertising pieces. The corpus of the analysis consists of two syncretic texts: a verbal-visual advertisement, with static language, and an audiovisual one, with moving language, both broadcast at the end of 2024. In the first, an euphoric value is attributed to AI, associated with innovation and scientific rationality; in the second, a dysphoric value is observed, which emphasizes the affective dimension and human emotional complexity. The analyses show that both texts construct opposing, yet complementary, discourses on the relationship between humans and machines, revealing, on the one hand, the seductive and tempting rational effects of technological modernity and, on the other, the affective seduction of sensory experience. That being said, it can be concluded that advertisements establish distinct contracts of truth-telling, the technological and the sensitive, but converge in their attempt to problematize technique and humanity, reproducing tensions and beliefs of contemporary digital culture. The study thus demonstrates the potential of Discursive Semiotics as an instrument for the critical reading of advertising discourses and forms of meaning production in the age of artificial intelligence. |
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