Estereótipos e consumo: estratégias da produção do discurso da diferença na comunicação publicitária

• Ano de defesa: 2012
• Autor(a) principal: Santos, Luis Henrique dos
• Orientador(a): Hoff, Tania Marcia Cezar
• Banca de defesa: Casaqui, Vander , Barreto Filho, Eneus Trindade
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Associação Escola Superior de Propaganda e Marketing
• Programa de Pós-Graduação: Programa em Comunicação e Práticas de Consumo da ESPM
• Departamento: Comunicação
• País: BR
• Palavras-chave em Português: comunicação; consumo; diferença; estereótipos; corpo
• Palavras-chave em Inglês: communication; consumption; difference; stereotypes; body
• Área do conhecimento CNPq: CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO
• Link de acesso: http://tede2.espm.br/handle/tede/114

This research is within the scope of the communication field and investigates the production strategies of the discourse of difference in the advertising communication from the production point of view. The research issue is how the foreign body stereotype is used as strategy of advertising discourse production representing the difference in the sphere of consumption, and its main purpose is analyzes the use of the foreign body stereotype as rhetorical discursive strategy in the Brazilian advertising communication in the 21st century. Considering the contemporary consumer society setting, the concepts of multiculturalism, transculturality, social hybridism, miscegenation, and crystallization of cultural homogenization are part of the theoretical reference upon which the reflection is based. The bibliographical research performed collected samples from the Brazilian advertising from the first decade of the 21st century, printed on Revista Veja, using stereotyped foreign body as rhetorical-discursive resource of the difference and analyzed its interdiscursive relations, subject relations and action on the formation of the discursive meaning, under the French Discourse Analysis approach. The results reached show that stereotypes as discursive strategy result is notably metaphorical discursive flows, with the transference of attributes as the most prominent discursive object and cooperating for the construction of meaning in a predominantly authoritarian way according to the discourse typology proposed by Orlandi. Thus, stereotypes represent a safety zone as construction strategy of the discourse of difference in the contemporary Brazilian advertising communication.