Ideologia na publicidade escolar

• Ano de defesa: 2010
• Autor(a) principal: Teixeira, Rogéria Dias
• Orientador(a): França, Lilian Cristina Monteiro
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Federal de Sergipe
• Programa de Pós-Graduação: Pós-Graduação em Letras
• País: BR
• Palavras-chave em Português: Discurso; Ideologia; Publicidade escolar
• Palavras-chave em Inglês: Discourse; Ideology; Advertising schools
• Área do conhecimento CNPq: CNPQ::LINGUISTICA, LETRAS E ARTES::LETRAS
• Link de acesso: https://ri.ufs.br/handle/riufs/5780

This research brings up the topic of ideology in advertising school of seven establishments in the private school, located in Aracaju-SE. Advertising is carried on the billboard. The study is based on the theoretical analysis of the speech the French line, specifically the ideas of Pecheux (1988) and Orlandi (2007) on discursive formation and ideological training.The choice of this line is the theoretical justification in the fact that AD French conceive that the study of human language is always tied to time socio-historical and ideological as it is produced speech. This study examines the various discourses produced and served in that medium of mass communication in order to explain the ideology that is reproduced through the voices (institutional, society, etc.) materialized in discourse. To do this, it starts with a concept of advertising that is tied to the ideology of consumption, to realize that education has become a commodity in society controlled by the capitalist and consumer goods. Next, we present a brief history of discourse analysis of the French line, and their categories, which are essential tools for the analysis undertaken in this research. Subsequently, outline some considerations on the production of speech and education in order to demonstrate how the discourse is tied to socio-historical context in which it is produced and how it is part of meaning. After the steps above, proceed to review the body: the advertisements from private schools were collected during November and December 2008 to November and December 2009, when registration for the following year. At this time, are brought to the fore the voices that are latent in the materiality of advertising discourse and the ideology that they reproduce. There was, after analysis, that the schools reproduce in their speeches advertising ideology of consumption and legitimizes the power relationship between classes.