NEGOCIAÇÕES COM A CULTURA: processos híbrido-dialógicos em anúncios publicitários maranhenses

• Ano de defesa: 2012
• Autor(a) principal: VALE, Mekaele Frota do
• Orientador(a): SILVA, Silvano Alves Bezerra da
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Federal do Maranhão
• Programa de Pós-Graduação: PROGRAMA DE PÓS-GRADUAÇÃO EM CULTURA E SOCIEDADE/CCH
• Departamento: Cultura e Sociedade
• País: BR
• Palavras-chave em Português: Publicidade; Cultura; Dialogia; Hibridismo
• Palavras-chave em Inglês: Publicity; Culture; Dialogism; Hybridism
• Área do conhecimento CNPq: CIENCIAS SOCIAIS APLICADAS::COMUNICACAO
• Link de acesso: http://tedebc.ufma.br:8080/jspui/handle/tede/18

This research focus on the investigation of the hybrid-dialogical fenomena in advertisements produced and broadcast in São Luís, Maranhão state, aiming at mapping the relations established between local cultural traits and those ads. In order to make an analysis of public ads as to identify the hybrid-dialogical relations, our analysis was grounded on the works of Néstor Garcia Canclini on hybridism, and Mikhail Bakhtin on dialogism. Verbal and non-verbal language and the interplay between them to construct meaning were taken into account in the analysis. We seek to identify in the literature, especially in the works of Clifford Geertz and Renato Ortiz, a concept of culture that is applicable to the objectives of the research as well as to discuss the discourse strategies of advertising to more easily comprehend the message conveyed by this genre.