Ambiguidade como recurso da publicidade : análise de propagandas das Havaianas
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Data
2013-10-14
Autores
Fonseca, Renata Barreto da
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Universidade Federal do Espírito Santo
Resumo
The theme of this dissertation is the use of the ambiguity associated with clichés, announcements of Havaianas. Based on the Semantic Discourse, recognizes the ambiguity as a strategy for the production of meaning, used as a source of advertising. From this theoretical perspective, the ambiguity is defined from Mari (1991, p. 75) as the bifurcation of readings that lead to distinct referential dimensions. It is known that the ambiguity is still seen as a deviation of the language, and may promote a delay in communication. However, it is always found in advertisements, as a productive resource. In a survey conducted in 2011, found that the ambiguity was found in the advertisements in women's magazines, associated with clichés, which facilitated its reception. One hypothesis is that the ads fit the wants and more expressive of the consumer, in order to promote identity with this. Through the use of clichés, marketing gains in efficiency, establishing an image of legitimacy of the product it sells. This dissertation aims at analyzing the marketing strategies of advertisements Havaianas using the feature of ambiguity. Besides deepening the theoretical discussion on the ambiguity as a resource productive language, advertisements Havaianas were analyzed taking into account the issue of history in the game with the linguistic system. So this work promotes a reflection on the relationship between advertising and the production of meaning. Therefore the analysis sought to contemplate this social-historical dimension of language. It was found that the ambiguity with the use of clichés is widely used in the language of advertising. Its use has purpose to draw attention to the focal product. The duplicity of meanings is purposeful, functioning as "bait" to attract the consumer’s attention. It was observed also that there is always an appeal to the playful aspect of language as a decoy to lead to the recognition of the advertised product. The ads work with a sense that is already enshrined in the collective use. The most literal sense always refers to the brand. It is concluded, therefore, that the ambiguity makes the consumer a productive agent, in that it identifies with the common place appointed by cliché. With this, there is the strengthening of the brand through product identification with the public. It was, therefore, from the marketing strategies that Havaianas became national “craze”. Ambiguities inserted text in the historical context of its production, approaching the text reader. This identity brought to the analyzed advertisements lightness, release, humor and grace.
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Ambiguidade , Publicidade , Clichês , Semântica