Ce mémoire de maîtrise en recherche-création explore aussi bien la teneur populaire que l'aspect proprement théâtral associés aux figures narratives que sont les bonimenteurs. À partir d'une lecture critique des Nouvelles récréations et joyeux devis (1558) de Bonaventure Des Périers, le volet essai du mémoire tente de cerner quelle est la posture particulière que présente ce narrateur bonimenteur de la Renaissance française. Nous avons cette fois tenté de voir comment ce discours employé par Des Périers, grâce à une stylistique et une structure discursive qui lui sont propres, participe de la figure du bonimenteur s’adressant au lecteur comme il le ferait sur une place publique, usant de cette posture pour jouer avec son lecteur, grâce à des effets paradoxaux de rapprochement et de mise à distance. Cette façon ludique de se mettre en valeur propre aux bonimenteurs aura des échos jusque dans le volet création du mémoire. Propos et contes avinés est un recueil de nouvelles inspiré de la tradition boccaccienne dans lequel des protagonistes se racontent des histoires pour convaincre leurs interlocuteurs du bien-fondé de leur position. S’y juxtapose aussi bien la parole dialoguée (dans les « propos ») que la parole narrative (dans les « contes »), dans une atmosphère carnavalesque. / This master’s thesis in research/creation explores the popular scope as well as the theatrical aspect associated with the narrative figures that are the pitchmen. Following a critical reading of the Nouvelles récréations et joyeux devis (1558) from Bonaventure Des Périers, the essay portion of the thesis attempts to identify the particular posture presented by the pitchman narrator from the French Renaissance. We have attempted to illustrate how this discourse used by Des Périers, through his particular stylistic and discursive structure, partakes in the pitchman figure who addresses the readers directly as he would do in the public square and uses this posture to play with them, using paradoxical effects of proximity and detachment. This playful manner through which the pitchmen distinguish themselves will fin echoes in the creation portion of this thesis. Propos et contes avinés is a collection of short stories inspired by the boccaccian tradition in which the protagonists tell stories in order to convince their listeners of the validity of their opinions. Their dialogue (the discourse) is juxtaposed with narrative (the tale) in a carnivalesque atmosphere.

Made available in DSpace on 2016-03-15T19:45:25Z (GMT). No. of bitstreams: 1 Marcella Iole da Costa.pdf: 4712862 bytes, checksum: e2178a2d807507f55bab236a96fc9cfa (MD5) Previous issue date: 2012-03-01 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / This paper tries to verify in which ways the dialogic relations between the advertising discourse and notable events of the community are established in the Bombril's advertisements and if these relations can be considered as persuasive resources of this kind of discourse. For this, it will be seen a succinct part of Brazilian advertisement history, focusing on Bombril brand s history in this context and highlighting the importance of its pitchman. In the same way, it will be shown the basic concepts of the French branch of Discourse Analysis and the Dialogic principles according to Bakhtin (based on Orlandi, 2001; Brait, 2005, 2008; and Fiorin, 2008). Besides, the study makes notes about the main characteristics of the advertisement discourse, as well as the images use in its construction. It is still going to be shown the theoretical possibilities to both text and image analysis in the pieces, once that only the integrated work of them can make possible the complete comprehension of the advertisement message and point out the dialogue with the daily facts proposed by the advertisements. Thus, the present research establishes that the dialogue between community facts and the advertising discourse in Bombril's campaign constitutes an effective persuasive resource when linked to the integration of text and images languages which has also shown itself as a useful tool to maintaining the longevity of the campaign. / O presente trabalho procura verificar de que forma as relações dialógicas entre o discurso publicitário e acontecimentos marcantes da sociedade se estabelecem nas propagandas da Bombril e se tais relações podem ser consideradas como recursos persuasivos desse tipo de discurso. Para tanto, historia-se brevemente a propaganda no Brasil, focalizando-se a marca Bombril nesse contexto e destacando a importância de seu garoto-propaganda. Da mesma forma, apresentam-se conceitos básicos da Análise do Discurso de linha francesa e princípios do Dialogismo, conforme Bakhtin (com base em Orlandi, 2001; Brait, 2005, 2008; e Fiorin, 2008). Além disso, o estudo faz considerações sobre características do discurso publicitário, bem como acerca da utilização da imagem na sua construção. Apresentam-se, ainda, possibilidades teóricas para análises de texto e imagem dentro das peças, uma vez que somente um trabalho integrado de ambos possibilita a plena compreensão da mensagem publicitária e evidencia o diálogo com os fatos do cotidiano proposto pelos anúncios. Sendo assim, a presente pesquisa constata que o diálogo entre fatos da sociedade e o discurso publicitário na campanha da Bombril constitui um eficaz recurso de persuasão se aliado à integração das linguagens textuais e imagéticas que se mostrou também uma eficiente ferramenta de manutenção da longevidade da campanha.