Dialogical analysis of discourse in audiovisual commercials

effects of meaning through the mediation of pandemic signs

Authors

DOI:

https://doi.org/10.4013/cld.2022.203.07

Keywords:

Advertising communication, Dialogic discourse analysis, Coronavirus (sars-cov-2)

Abstract

The first recorded case of the coronavirus (sars-cov-2) in Brazil dates from February 26, 2020 and from the viral spread across the country, the subjects were reconfiguring their own lives from this pandemic evaluative horizon. In order to investigate how the signs of the pandemic context were introduced in these textualities as a strategy for the production of meaning (as mediators of the world), three advertising texts of different products in audiovisual support transmitted by media such as television and the web were cut. The qualitative-interpretative analysis is based on the theoretical framework of the Bakhtin Circle, by Martin-Barbero and Han, based on concepts such as discourse genre, evaluative horizon, dialogism and ideological sign, in order to clarify the hybridisms and textual reconfigurations. The results demonstrated the insertion of aesthetics, images, speech genres cohesive with the pandemic context, such as emptied cities, reinvention messages, videoconferences, mediating the configuration of the subjects' lives.

Author Biographies

Gilmar Montargil, Universidade Federal do Rio Grande do Sul (UFRGS)

Mestre em Estudos de Linguagem pela Universidade Tecnológica Federal do Paraná (PPGEL/UTFPR) e mestrando em Comunicação pela Universidade Federal do Rio Grande do Sul (PPGCOM/UFRGS). Bolsista Capes, membro do Núcleo de Pesquisa Corporalidades do Grupo de Pesquisa em Semiótica e Culturas da Comunicação (GPESC)

Maria de Lourdes Rossi Remenche, Universidade Tecnológica Federal do Paraná (UFTPR)

Pós-doutora em Ciências da Educação pela Universidade do Minho (UM/PT) e Doutora em Linguística pela Faculdade de Filosofia, Letras e Ciências Humanas da Universidade de São Paulo (FFLCH/USP). Professora Associada do Departamento Acadêmico de Linguagem e Comunicação da Universidade Tecnológica Federal do Paraná (UTFPR) e coordenadora do Grupo de Pesquisa em Linguística Aplicada (GRUPLA).

Ana Paula Pinheiro da Silveira, Universidade Tecnológica Federal do Paraná (UFTPR)

Doutora em Estudos de Linguagens pela Universidade Estadual de Londrina (UEL). Professora Adjunta do Departamento Acadêmico de Linguagem e Comunicação da Universidade Tecnológica Federal do Paraná (UTFPR) e do Programa de Pós Graduação em Estudos da Linguagem (PPGEL/UTFPR).

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Published

2023-07-19

How to Cite

Montargil, G., de Lourdes Rossi Remenche, M., & Pinheiro da Silveira, A. P. (2023). Dialogical analysis of discourse in audiovisual commercials: effects of meaning through the mediation of pandemic signs. Calidoscópio, 20(3), 698–718. https://doi.org/10.4013/cld.2022.203.07

Issue

Vol. 20 No. 3 (2022):  Número Atemático (v. 20, n. 3 - 2022, set/dez)

Section

Articles

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