Análise discursiva da propaganda da absolut vodka

• Ano de defesa: 2016
• Autor(a) principal: álvares, Thelma Lucia Guerra
• Orientador(a): Efken, Karl Heinz
• Banca de defesa: Calazans, Janaina de Holanda Costa , Carvalho, Nelly Medeiros de
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Católica de Pernambuco
• Programa de Pós-Graduação: Mestrado em Ciências da Linguagem
• Departamento: Ciências da Linguagem
• País: BR
• Palavras-chave em Português: análise do discurso; propaganda; ideologia; dissertações
• Palavras-chave em Inglês: speech analysis; advertising; ideology; dissertations
• Área do conhecimento CNPq: CNPQ::LINGUISTICA, LETRAS E ARTES::LINGUISTICA
• Link de acesso: http://tede2.unicap.br:8080/handle/tede/836

The present study aims to analyze Absolut Vodka s discourse through Absolut Berlin advertisements as well as Absolut Color, Absolut No Label and Absolute Unique s special edition bottles. The adopted theory is French Discourse Analysis and analysis will bethe theoretical framework, since it adopts a dialectical relationship between language and discourse, and presents construction of meanings, highlighting both product and process. The following analysis categories will be addressed to highlight the different discourse effects and representations of the collective imagination, which can be understood by discursive materiality: production conditions, interdiscourse, discursive formation, ideological formation, paraphrase and polysemy. Thus, the objective is to identify the discursive marks in Absolut Vodka s communication, analyze advertising interdiscourse of the brand and evaluate the imaginary and ideological formations. For this study, we relied on the theorists Pêcheux and Orlandi. The corpus consists of an Absolut Berlin advertisement, which refers to the political-ideological question of the fall of the Berlin Wall, Absolut Color and No Label bottles, both of which honors homosexual audiences, and Unique bottle, which relates to identity and individuality. They rely on construction of meanings when employing images for the understanding of messages.