Jovens de 60, identidade discursiva do sexagenÃrio na publicidade

AUTOR(ES)
DATA DE PUBLICAÇÃO

2007

RESUMO

XXI century is marked by the population aging, whose first members are the youths of sixtyÂs of last century. It was that youth, that began revolutionizing the politics, the culture, the human relationships and also become consumers and proposed new society values, arriving at the sixty years in a new configuration of old age that her table helped to create. To understand how advertising elaborates their messages considering that other old personality nowadays is our objective in this work. Leaving of concepts of the Analysis of Speech, especially the one of ethos (Maingueneau, 2007), we analyzed videos that show varied discursive strategies to present the 60 year-old people. The characterization of the subject s several ethos 60 year-old people was established with base in the descriptions and historical nominations of the old age as well as starting from that character s representation in the announcements advertising analyzed, being taken in their consideration appearance physical - whose marks are in the body, in the clothing, in the way of movement - and in behavior characteristics - expressed for the words, manners of saying and also of relating. At the end, we arrived to 4 discursive categories of the subject of 60 years in the publicity: old, third age, retired, new old. Interesting to observe that the nomination senior, extracted of the born term from the sixties, used to designate more respectfully the old, although it stays appealing in the political speech and juridical, it is not made present in the collected publicities. In any one of the suggested categories for the old representation in the publicity, is possible associate old age and consumption, what doesn t happen with the senior, that for his own historical concept, that means somebody deprived of the power of making decisions in the modern world. Being like this, the advertising activity doesn t find fertile land to work with this last one presentation of the old age. For the classification above suggested, it is noticed that the publicity shouts to the old people to be consumption citizen and in this context the consumption is part in a way of staying and/or to rescue the youth as well as being young it is to be capable to consume

ASSUNTO(S)

juvenilizaÃÃo discurso oldness advertising velhice publicidade comunicacao identity speech youth identidade

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