A produção e a atualização dos valores na publicidade contemporânea: um estudo comparativo das publicidades de calçados esportivos do final do século XX e início do século XXI

• Ano de defesa: 2010
• Autor(a) principal: Coelho, Márcio
• Orientador(a): Barros, Diana Luz Pessoa de
• Tipo de documento: Tese
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Presbiteriana Mackenzie
• Palavras-chave em Português: semiótica; análise do discurso; publicidade; valores
• Palavras-chave em Inglês: semiotics; analysis of speech; advertising; values
• Área do conhecimento CNPq: CNPQ::LINGUISTICA, LETRAS E ARTES
• Link de acesso: http://dspace.mackenzie.br/handle/10899/25138

This thesis aims at identifying and analyzing those values which are present in contemporary sports shoes advertising from the semiotic theory of the French-origin text perspective, showing how speech both reflects and updates these values in a dialogic relation with other texts in order to achieve its communicational ends. Given that the sports shoes market is one of the segments which have received significant investments in the development of new technologies during the three last decades of the 20th century and the first decade of the 21st century, this work examined the ads placed in the two most popular newsmagazines in Brazil. Throughout the analysis, it was verified what values were present in those ads, how they were communicated, and, comparing the two time periods researched, whether or not there was any alteration in those values and how they were advertised.