O beber alcoolizado
Uma Análise Semântico-Histórica De Comerciais De Bebidas Alcoólicas
Bibliographic Data
| ID | 5846056 |
|---|---|
| Authors | Leonardo Luiz Figueira Cortopassi (corresponding author) |
| Year | 2008 |
| Publication date | 2008-03-28 |
| Open Access | Yes |
| Type | THESIS |
| Publisher | Universidade de São Paulo. Agência de Bibliotecas e Coleções Digitais (PUBLISHER) |
| DOI | 10.11606/d.8.2008.tde-30072008-114035 |
| OpenAlex | W1533149017 |
| Language | EN |
| References cited | 6 |
This dissertation aims at analysing the production of meaning about alcoholic drinks relying on the principles of Historical Semantics of the Utterance as well as those of Discourse Analysis.Language uses and meanings related to alcoholic drinks are socially relevant, as the production and consumption of alcoholic drinks are part of a significant sector of the economy, besides other aspects, i. e., the traditionally established consumption of alcohol on certain social occasions, the controversy over health and alcohol and the symbolic positioning of some alcoholic beverages as national drinks.To fulfill our purpose we selected and analysed a corpus of Brazilian and British alcoholic drink TV ads.Upon realization that the ads attached overwhelmingly positive meanings to the drinks, we also included a corpus of Brazilian and British legal texts whose meanings about alcoholic drinks tend to present them as dangerous.For Historical Semantics of the Utterance, meaning is constituted out of social interaction which is historically determined.Thus, the concepts of designation (meaning of a name as a linguistic, historical relation) and utterance production (the "happening" constituted by the use of language) are important for this analysis.This historical semantics establishes a dialog with Discourse Analysis as it (among other connections) seeks to account for the constitution of the subject as the occupation of a position in the interdiscourse or discursive memory.This study is contrastive in nature.It compares the semantic and discursive functioning of TV ads that are produced and viewed in two different societies.Therefore the meaning effects are sometimes similar and sometimes greatly different.In the case of legal texts about alcohol there are also some differences.In the contrast between Brazilian and British TV ads, we could observe clear variation in the way some subject positions are constituted, for instance, the subject positions for man and woman.The subject position of alcohol consumer is also at stake in the ads.Both TV ad corpora tend to suggestively stimulate intense consumption, but they do so in different ways.The Brazilian ads present the act of drinking, mainly as part of collective celebrations, whereas the British ads place more emphasis on individual drinking and use visual effects more frequently.Some other features of the ads are heeded as the Brazilian and British advertising self-regulated codes are included in the analysis.The laws function as a kind of counter-discourse to the advertising discourse about alcohol.The conflict of the laws with the ads is suggested as Brazilian and British laws punish certain instances of alcohol consumption and sale, although the consequences of breaching these laws in the UK seem slightly different in Brazil.The meaning production about alcoholic drinks in the corpora that we analysed are variable as meaning in general depends on the interdiscursive relations which are established, so that the roles and relations between the discourses that we analysed can be interpreted in other ways
Consumption · Dialog box · Linguistics · Pragmatics · Social science · Sociology · Utterance · Computer Science · History · Linguistics and Discourse Analysis · Linguistics and Education Research · Philosophy · Psychology · Urban and sociocultural dynamics
| Highly cited | No |
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