Made available in DSpace on 2014-06-11T19:22:19Z (GMT). No. of bitstreams: 0 Previous issue date: 2010-08-20Bitstream added on 2014-06-13T20:48:42Z : No. of bitstreams: 1 silva_wad_me_sjrp.pdf: 12005416 bytes, checksum: fa5d6ca4eaa76a0d1871fc008b8d1150 (MD5) / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (CAPES) / Esta dissertação apresenta uma análise do processo de individualização do sujeito no discurso publicitário a partir da perspectiva teórica da Análise de Discurso. Nosso corpus constitui-se de algumas páginas publicitárias da Revista Veja do período de Maio a Julho de 2008. A partir dessas propagandas procuramos depreender as regularidades do funcionamento do discurso propagandístico, bem como delimitar as marcas lingüísticas e nãolinguísticas do processo de individualização do sujeito presentes no discurso em questão. A publicidade exerce papel fundamental na sociedade contemporânea, explicitando a relação do sujeito com o conjunto social, em determinada conjuntura histórica. O texto publicitário influencia a constituição de sentidos junto aos leitores, interpelando os mesmos enquanto sujeitos. O discurso publicitário tem um funcionamento que lhe é próprio e que, portanto, lhe dá especificidade. Assim sendo, esse discurso se particulariza, remetendo-nos às formações imaginárias e ideológicas ali presentes. Baseando-se na relação linguagem e contexto, a Análise de Discurso busca explicitar como, em seu funcionamento, o texto produz sentidos, sempre observando as condições de produção. Visa-se, ainda, à compreensão da historicidade dos sentidos e dos sujeitos. No que se refere às regularidades encontradas no funcionamento do discurso propagandístico, percebemos a relação estabelecida entre o sonho, o desejo e a ideologia; a sustentação dos dizeres dos anúncios pela forma-sujeito histórica da atualidade; o atravessamento (tanto no verbal quanto no não-verbal) do discurso publicitário por outros discursos como o ecológico, sobre a beleza, sobre a mulher, da globalização. Quanto às marcas lingüísticas da individualização, apontamos a pronominalização (seu, sua), que individualiza por marcar um certo tipo de abordagem junto... / This dissertation presents an analysis of the individualization process in the advertising discourse, based on the theoretical perspective of Discourse Analysis. The corpus consists of some advertising pages of Veja Magazine from May to July of 2008. Based on the advertisings, this research looked for describe some regularities of advertising discourse working, as well as set out some linguistic and non-linguistic marks of the individualization process in this discourse. Advertising plays a fundamental role in the contemporary society, expliciting the relation between subject and the social set, in certain historical period. Advertising texts influence the construction of meanings , interpellating readers. Advertising discourse has a proper working that particularizes it. So, this discourse is very specific, and reveal the imaginary and ideological formations. Based on the relation between language and context, Analysis Discourse points out, how in its working, text creates some meanings, always observing the production conditions. The aim, even, is to understand the historicity of subjects and meanings. Regarding to the regularities that were found in the advertising discourse there are the relation among dream, desire and ideology; statements of advertising are supported by the historical form-subject; the “crossing” of advertisings by other discourses like environmental, about beauty, about women and globalization discourse. Referring to the linguistic marks of individualization process, there are the pronominalization (your) which individualizes due to a certain kind of reader’s approach; the use of some adjectives (exclusive, personalized) which refers to the reader named as “you”; imperative mood that establishes identification between to say and to do. In the enunciation, there are collectivization the shows the company’s position as an organized group... (Complete abstract click electronic access below)

The rise of black and minority ethnic (BME) populations in the UK and US in recent years has led to the introduction of cultural diversity communication strategies within the advertising industry. These strategies draw on beliefs, and cultural and religious values to specifically target BME audiences. This thesis examines the processes involved in creating these strategies, by analysing the discourse and working practices of advertising practitioners. By drawing on interviews and ethnographic observations in eight advertising agencies in the UK and US, it compares the differences in producing cultural diversity communication strategies between a) the general market agencies targeting mass audiences, and b) the emerging cultural diversity agencies only targeting BME audiences. I argue that the creation of these strategies is subject to powerful constraints and institutional racism, limiting market opportunities for advertising. The thesis starts by bringing together Bourdieu's theories of habitus and field theory (1977; 1984; 1993) with contemporary studies of the relationship between 'race' and media practices. This union sets the foundation for my adaption of field theory to analyse contemporary advertising practices and to examine how discourse, working practices and 'professional advertising organisations' reinforce racist ideologies and audience exclusion. In the second part of the thesis, this theoretical framework is applied to the fieldwork. Firstly, my analysis evidences the manifestation of racism across the field and how racial stereotypes are developed. Secondly, these attitudes shape the exclusionary practices that affect how CD communication strategies are executed, particularly in the UK. Lastly, I examine two 'diversity' events run by 'professional advertising organisations', analysing how they set 'good practice' standards and the power they have in shaping working practices across the industry. Ultimately, this thesis goes beyond existing studies on racial representations, and investigates the relationship between racism and intentionality amongst the industry's powerful constraints.

Orientador: José Horta Nunes / Banca: Claudia Castellanos Pfeiffer / Banca: Fabiana Cristina Komesu / Banca: Silmara Cristina Dela Silva / Banca: Suzy Maria Lagazzi / Resumo: Este trabalho dedicou-se à compreensão da constituição dos sentidos de bairro e de sujeito-morador da Zona Norte de São José do Rio Preto, mobilizando para isso o dispositivo teórico e analítico da Análise de Discurso. O corpus foi composto a partir de redações produzidas por alunos moradores da Zona Norte e por recortes de dois jornais (Jornal Região Norte e Diário da Região). Verificamos como eixo organizador a tensão entre dentro e fora, periferia e centro, ordem e organização. Nas redações, os sujeitos-moradores salientam o conflito entre socius e hostis, contrapondo em vários momentos a imagem que os de fora têm do bairro, em geral negativa e criminalizante. Opõem-se a esses sentidos em movimentos de resistência, inclusive contra a polícia, num funcionamento que chamamos de virar do avesso as relações de sentido no espaço urbano. Já os jornais, assentam-se num desejo de controle da polêmica, com a figura do jornalista atuando na posição de mediador entre a populção e o poder público. Os sentidos negativos do espaço urbano vão sendo relativizados até que os problemas do bairro cedam espaço a particularidades. Há, pois, uma sobredeterminação da idealização da organização urbana sobre a ordem na Zona Norte / Abstract: This work was dedicated to the understanding of the meaning constitution of neighborhood and occupant-subject of São José do Rio Preto north region, using the analytic and theoric aspects of Discourse Analysis. The corpus was composed from writings produced by students living in the north region and newspaper clippings (Jornal Região Norte e Diário da Região). It was verified as the organizer axis the tension between inside and outside, suburb and downtown, order and organization. In the writings, the occupant-subjects highlighted the conflict between socius and hostis, opposing the image that outsiders have of the neighborhood, in general negative and criminalizing. They oppose to these assumptions by means of resistance movements, even against the police, in a reaction the we called "turning inside out" the relationships meanings in the urban space. The newspapers demonstrate a desire to control the polemic, with the journalist acting in a mediator position between the population and the public power. The negative meanings of urban space are minimized until the problems of the neighborhood give space to particularities. There is thus a overdetermination of the idealization of the urban organization in the north region order / Doutor

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