Publicidade : o consumo e sua lingua / Advertising : the act of consuming and its language

AUTOR(ES)
FONTE

IBICT - Instituto Brasileiro de Informação em Ciência e Tecnologia

DATA DE PUBLICAÇÃO

14/04/2010

RESUMO

This research analyzed the effects of advertising on the subjective processes that characterize the so-contemporary historical subject. To this end, we combine the theoretical and analytic assumptions of discourse analysis that allow us to think of this "subject of rights" is structured from relations that are established within a capitalist ideological formation. Thus, the act of consuming may not be taken separately in this relation, as well as advertising should not be thought as a simple tool to be used by it. In that raid, the act of consuming can be taken as a gesture, which articulate historical, political and symbolic elements that are able to enroll subjects in certain discursive formations at the very moment they become consumers of certain products and not others. This shift of the gaze on the act of consuming enables us to think the latent contradictions produced in the joint operation established between the act of consuming and advertising.Taking this principle, the analysis showed us that it we must take the advertising in its specificity, as a material form that has its own structures, and allow us to formulate the idea that it is configured as the way in which the act of consuming formulate his language, in the same time that the advertising itself conforms the act of consuming

ASSUNTO(S)

consumidores publicidade lingua analise do discurso act of consuming advertising language discourse analysis

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