Porque sim! uma análise discursiva da propaganda Schin

Abstract

The present work has the general objective to analyze the effects of sense in Schin's propaganda Why Yes! produced by Leo Burnett Tailor Made. We use as a methodological contribution a qualitative research of bibliographical approach. We bring in this work an analysis that permeates the language whose involvement of this materiality is present in a kind of persuasive language. Our theoretical anchorage is from Pecheutian Discourse Analysis. The research, therefore, presents relevant conceptions about the history of language (gem) and Discourse Analysis in which we consider other scholars, such as Saussure, Benveniste, Jakobson and Bakhtin (Volochinov) and some authors of advertising and Sant ' Anna, Rangel, to corroborate in the analysis of the corpus. With the aim of presenting the theoretical approach that carries with it the ideological senses that surround the advertising and marketing messages present in this type of discourse. As structural support of our research, we work with the specificities of presenting the production conditions in this discourse, identifying the discursive formations present in the advertisement and still unveiling the effects of constructed senses. In order to analyze the theoretical approach proposed, which we identify in the productions of the discourses are, systematically, in social relations with the intention of encouraging consumption. The main authors consulted, from a theoretical point of view, were FLORENCIO ET AL. (2009), ORLANDI (2012), LAMEIRAS (2008), RANGEL (2016) FERNANDES (2008), CAZARIN (2011) and PÊCHEUX (1997).