O mito da novidade no texto publicitÃrio para a mulher

AUTOR(ES)
DATA DE PUBLICAÇÃO

2005

RESUMO

Advertising characterizes for being, before all, a discourse, a language supporting an iconic-linguistic argumentation in order to persuade the public in a conscious or unconscious way, and, for that purpose, makes use of a whole of stylistic resources, semantic relations and lexical choice. The present work aims at investigate a series of linguistic devices which are related to the myth of novelty in advertising texts addressed mainly to a feminine audience, in other words: the use of lexical items such as novo, chegar, renovar, exclusivo, revolucionÃrio and the situation operator agora; word formation processes (mainly prefixation and composition); the use of technical-scientific terminology; the maintenance of fixed forms (proverbs, adages, commonplaces, cristalized expression). So, advertising texts aimed at the feminine target were defined by features as product (fashion, cosmetics, food), media (feminine magazines) and morphosintatic marks of the feminine gender. Itâs a work of interdisciplinary character due to the natural interaction of the advertising with other areas of knowledge â linguistics, Social communication, marketing, sociology â along with the construction of our theoretical fundaments, which were not based on a specific theory but was supported by several trends of Linguistics. Since it derived from some points of Lexicology, Interactional Sociolinguistics (regarding the part dedicated to gender representation) and of Critical Discourse Analysis (regarding the approach of the power relations in/ by language)

ASSUNTO(S)

lexicology discourse analysis anÃlise do discurso linguistica lexicologia publicidade advertising

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