Um estudo do discurso publicitário: a construção dos ditos populares e dos provérbios pela mídia

Abstract

It’s Known that, according to the Discourse Analysis, the processes that constitute the language are social-historical and the discourse is seen as “a meaning effect between interlocutors” (ORLANDI, 1999), the objective of this paper is to analyze how the proverbial statements constitutes the meanings inserted in advertising texts published predominantly in 2006, in two vehicles of mass communication, the weekly magazine VEJA and the periodical daily Folha de São Paulo. To base our analyses, we articulated the poliphonic theory of Ducrot (1987) and the heterogenity of Authier-Revuz (1990) with the theory of the Discourse Analysis of French line, that allows to describe the facts of the language, verified in the discursive wire of 13 advertising texts, and to understand the effects of meaning produced by the relationship of interdiscourse and intradiscourse according to the work of the memory. Moreover, as if it deals with the propagandistic discourse, where the image has a preponderant paper, it was also necessary to get support in the semiotics studies of Roland Barthes and Umberto Eco. We verify that the proverbial statements, although been considered typical of the orality and the popular culture, they are used by the propagandistic media writing, that has a public scholar seen as a consuming in potential. Our analyses evidence that the proverbs, subverted or not in its original meaning, participate as discursive strategies of persuation, since they transmit the authority of the “voice of the people”, by printed media.