'De mujer a mujer': un análisis discursivo-crítico de la representación de la identidad de Marisa Leticia en los anuncios publicitarios de las tiendas Marisa

Autor: Gomes, Maria Carmen Aires, Garcia, Carolina Duarte
Jazyk: portugalština
Rok vydání: 2018
Předmět:
Zdroj: Estudos da Língua(gem); v. 16 n. 2 (2018): Estudos da Língua(gem)-ISSN: 1982-0534; 107-119
Language Studies; Vol. 16 No. 2 (2018): Estudos da Língua(gem)-ISSN: 1982-0534; 107-119
Études de Langues; Vol. 16 No. 2 (2018): Estudos da Língua(gem)-ISSN: 1982-0534; 107-119
Estudios del lenguaje; Vol. 16 Núm. 2 (2018): Estudos da Língua(gem)-ISSN: 1982-0534; 107-119
Estudos da Língua(gem)
Universidade Estadual do Sudoeste da Bahia (UESB)
instacron:UESB
ISSN: 1982-0534
1808-1355
DOI: 10.22481/el.v16i2
Popis: This paper investigates the way the bodies and the speeches by the former first lady Marisa Letícia and the former president Lula and their actions are socially produced through the discourse genre advertising post. This post was published on May 11th, 2017, by the Marisa Clothing Store marketing staff in its official Facebook page and it recontextualizes a social event: Lula’s testimonial, occurred on May 10, 2017, recontextualized through the following utterance: “if your mother is left without a gift, do not blame Marisa”. This research uses as theoretical-methodological approach the Textually Oriented Discourse Analysis (FAIRCLOUGH, 2001; 2003); (CHOULIARAKI&FAIRCLOUGH, 1999) and by discussions on performances of feminilities (BUTLER, 2010). KEYWORDS: Critical Discourse Analysis; Genre; Recontextualization; Advertising Post; Performance.
Neste artigo, analisamos a forma pela qual os corpos e os discursos da ex-primeira dama Marisa Letícia e do ex-presidente Luís Inácio Lula da Silva e suas ações são socialmente produzidas em post publicitário. O corpus é constituído de um post que recontextualiza o depoimento do ex-presidente, ocorrido no dia 10/05/2017, e que foi veiculado no facebook no dia 11/05/2017 pela equipe de marketização das Lojas Marisa. Na análise, mobilizamos pressupostos da Análise do Discurso Textualmente Orientada (FAIRCLOUGH, 2001, 2003; CHOULIARAKI; FAIRCLOUGH, 1999) e discussões sobre performances de feminilidades (BUTLER, 2010). PALAVRAS-CHAVE: Análise do Discurso Crítica. Gênero. Recontextualização. Post publicitário. Performances. ABSTRACT In this article, we analyzed the way the bodies and the speeches by the former first lady Marisa Letícia and the former president Lula and their actions are socially produced through the discourse genre advertising post. The post was published on May 11th, 2017, by the Marisa Clothing Store marketing staff in its official Facebook page and it recontextualizes a social event: Lula’s testimonial, occurred on May 10, 2017, recontextualized through the following utterance: “if your mother is left without a gift, do not blame Marisa”. We mobilized theoretical-methodological reference of the the Textually Oriented Discourse Analysis (FAIRCLOUGH, 2001, 2003; CHOULIARAKI; FAIRCLOUGH, 1999) and by discussions on performances of feminilities (BUTLER, 2010). KEYWORDS: Critical Discourse Analysis. Genre. Recontextualization. Advertising Post. Performance.
Databáze: OpenAIRE
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