Porque a vida é agora : discursos e mediações do comercial Visa

Detalhes bibliográficos
Ano de defesa: 2006
Autor(a) principal: Frigeri, Alexandre Machado
Orientador(a): Não Informado pela instituição
Banca de defesa: Não Informado pela instituição
Tipo de documento: Dissertação
Tipo de acesso: Acesso aberto
Idioma: por
Instituição de defesa: Universidade Federal de Mato Grosso
Brasil
Instituto de Linguagens (IL)
UFMT CUC - Cuiabá
Programa de Pós-Graduação em Estudos de Linguagem
Programa de Pós-Graduação: Não Informado pela instituição
Departamento: Não Informado pela instituição
País: Não Informado pela instituição
Palavras-chave em Português:
Link de acesso: http://ri.ufmt.br/handle/1/6368
Resumo: ABSTRACT: The author analyses the reception of a Visa credit card administrator publicitary message. It’s a sixty second television advertising. The qualitative research was applied at groups formed by five to eight interviewed people from five Brazilian cities, each in one geographical region of the country. He analyses the similarities and discrepancies among the integrants of the group and among the groups. He points out the items considered “global” and “local” related to the discourse and its mediation originated from this discourse evaluation. He makes comments about the influence of the discourse, or to be sharp, the discourses that take part on the advertising and the connections with the interviewed people social environment: family, working or studying place, social relations definition and positioning towards the actual economical system. It takes part of the theorical compound the influence of communication on the contemporarity, the concepts of ideology and signification of the goods and ideas, semiotics concepts, discourse analysis and the interconnection of these lines of thoughts on the publicitary communication, that notably has strong influence on the composition of the vision of the world in the society. RESUMÉ: L’auteur analyse la réception d’une message publicitaire - une pièce de télévision de soixante secondes de l’administratrice de carte de crédit Visa - par le moyen de l’application d’une recherche qualitative, dans groupes de cinq à ouit personnes, en cinq villes brésiliennes, une en chaque région géographique du pays. Il analyse les similarités et divergences dans la réception du discours parmi les integrants et les groupes. Il détache le points considérés ’’global’’ et ’’locale’’ par rapport à le discours et les médiations devenues de cette analyse du discours. Il parle aussi sur l’influence de le discours, ou meilleur, les discourses contenues dans la pièce publicitaire et la relation avec le moyenne sociale de les recherchés : famille, lieu de travail ou étude, relations sociales, définition et posture relatif au système économique actuelle. Dans le contenu théorique, l’influence de la communication dans la contemporanéité, les concepts d’idéologie et la signification de le produit et des idées, concepts de sémiotique peirceénne, analyse du discours et la correspondance de ces lignes de pensée dans la communication publicitaire, qui notamment a forte influence sur la composition de la vision du monde de la société actuelle.