Medo e consumo: os efeitos de sentido da “publicidade de choque”

Abstract

This dissertation deals with the meaning effects of advertising discourse that supports, infuses and exploits the fear, which we call "shock publicity". Choosing as a theoretical-methodological contribution the French Discourse Analysis, especially the works of Michel Pêcheux, we sought to analyze how the advertising circulates producing an effect of fear through the message shock and how this fear is discursivizado in / by the National Council of Self-regulation Advertising (Conar), a nongovernmental organization that regulates advertising in Brazil. For this, we narrow the scope of our research to a corpus composed of two discursive sequences that use the shock-message; and eight suspected cases of abusive advertising that exploits fear (and their respective summaries of procedural records), judged by Conar between the years 2014 and 2016, in their Chambers of the Ethics Council. In general lines, our focus of investigation was to identify the conditions of production of this discourse on fear; for this, we were interested in investigating the designations of fear; for this, it was interesting to observe the denominations of fear and others to this correlates and how they are (re) signified in the speeches of prosecution, defense and judgment of the selected suspected cases; we still try to identify which knowledge and words are articulated in these discourses and how these are placed the subjects inscribed there; still, we try to make some reflections on fear in advertising based on the materialist theory of discourse. Our analyzes showed that the advertising discourse is regulated by the Brazilian Code of Advertising Self- Regulation (CBARP), and ethics about the subject is a knowledge constituted and crossed by other knowledge, especially legal, advertising and marketing. Thus, within Conar, the boundaries of what may or may not be configured as abusive advertising are in constant tension and movement. Our work has also allowed to think that if fear, on the one hand, silences the historical path of the senses, as Pêcheux (2014) proposes, on the other hand, needs the revelation of this path to be configured as such. Thus, critical reflection on the theme has shown that advertising and its selfregulation is far beyond a playful space, but rather at the service of capital