Esta investigación se enfoca en las representaciones paternas en el discurso narrativo de spots publicitarios de Samsung, específicamente, de Conéctate con lo que más amás a través de un Smart TV y Feliz Día del Padre. Se selecciona que la publicidad está acogiendo las concepciones de la paternidad que están emergiendo en la sociedad a partir de los cambios en la masculinidad del hombre. Aquella irrupción de la nueva figura paterna se debe a condicionamientos internos y externos de la persona, cuyas descripciones nos hace reconocer que existen varias representaciones de la paternidad. El objetivo general de esta investigación es analizar el cambio de las representaciones paternas según las distintas masculinidades en el discurso publicitario de spots de la marca Samsung. Para ello, se buscará alcanzar por medio de la metodología cualitativa para comprender el fenómeno de la representación paterna a través de entrevistas semiestructuradas como técnica de campo, de 15 a 20 padres de familia de 25 a 39 años, pertenecientes al nivel socioconómico B/C de los diferentes distritos de Lima Centro, utilizando como herramienta una guía adaptada de la matriz de Construcción y validación del Cuestionario de Sensibilidad Paterna. / This research focuses on paternal representations in the narrative discourse of Samsung commercials, specifically, of Connect with what you love most through a Smart TV and Happy Father's Day. It is selected that advertising is welcoming the conceptions of fatherhood that are emerging in society from the changes in men's masculinity. That irruption of the new father figure is due to internal and external conditioning of the person, whose descriptions make us recognize that there are several representations of fatherhood. The general objective of this research is to analyze the change in paternal representations according to the different masculinities in the advertising discourse of Samsung brand spots. For this, it will be sought to reach through qualitative methodology to understand the phenomenon of paternal representation through semi-structured interviews as a field technique, from 15 to 20 parents from 25 to 39 years old, belonging to the socio-economic level B / C of the different districts of Central Lima, using as a tool an adapted guide from the Construction and validation matrix of the Paternal Sensitivity Questionnaire.

Made available in DSpace on 2016-03-15T19:45:30Z (GMT). No. of bitstreams: 1 FernandaBlasques.pdf: 889484 bytes, checksum: 9a0c21d09edb813fa856a561faaf2733 (MD5) Previous issue date: 2007-02-08 / The research here developed has had the intention of showing the build up of the ethos in the advertising speech of L Oréal through the analysis of advertising pieces propagated in the printed media in the year 2006.Studied since Aristotle s Rhetoric until our times through the Speech Analysis and authors as Maingueneau and Charaudeau, the ethos takes part into the formation of the enunciative scene, also built by aspects the place and time of the articulation, social condition of the speaker and the listener of the message and the situation in which the speech is being produced. As the ethos is the voice of the speech, it makes interdependent all the other relevant elements for the building of the scene. To achieve the objective, we start by pointing out the definition and presentation of concepts referring to the Speech Analysis (more specifically about the ethos) according to the works of Charaudeau (2006) e Maingueneau (1997, 1999 e 2002), and to aspects of the advertising language according to Carvalho (2003), Carrascoza (2003) and Priore (2000). The considerations about Ideology retake authors as Althusser (1998), Bakhtin (1990) and Neto (1999); theoretic aspects about ethos, rhetoric and persuasion in the works of Aristóteles (199_ e 2000), Maingueneau e Charaudeau. In the analysis, the advertisings were described in their image aspects; after that, they were studied in relation to their speech and ideological formation, and, finally, according to the message transmitted by the speaker of the ethos. As the result, it was verified that, independently of the product announced or the kind of public to be achieved by the speech of the speaker, the same ethos is kept trying to offer the consumers something that may be able to resolve an important problem for the modern women: the necessity of eternal beauty and youth, which are values imposed by the current Ideology. For this to be possible, the speaker of the ethos of L Oréal Paris uses famous models (who posses the values desired for modern women) to give authority to the advertisings. So the ethos suggests always that common women can also become beautiful and young as the stars in the ads. / A pesquisa aqui desenvolvida procurou demonstrar a construção do ethos no discurso publicitário da L Oréal por meio da análise de quatro peças publicitárias veiculadas na mídia impressa no ano de 2006. Estudado desde a Retórica aristotélica até os dias de hoje por meio da Análise do Discurso e de autores como Maingueneau e Charaudeau, o ethos participa da formação da cena enunciativa, também construída por aspectos como local e tempo da enunciação, condições sociais do locutor e receptor da mensagem e a situação na qual o discurso está sendo produzido. Sendo o ethos a voz do discurso, ele torna todos os elementos relevantes para a formação da cena enunciativa interdependentes. Para atingir o objetivado, partimos de considerações acerca da Análise do Discurso de linha francesa (mais especificamente a questão do ethos), segundo Maingueneau (1997, 1999 e 2002) e Charaudeau (2006) e de aspectos da linguagem publicitária de acordo com Carvalho (2003), Carrascoza (2003) e Priore (2000). As considerações sobre ideologia e mídia retomam Bakthin (1990), Althusser (1998) e Neto (1999). Na análise, as propagandas foram descritas quanto aos aspectos imagéticos; em seguida, estudadas em relação às formações discursivas e ideológicas e, por fim, quanto à mensagem transmitida pelo locutor do ethos. Como resultado, verificou-se que, independentemente do produto anunciado ou do tipo de público a ser atingido pelo discurso do locutor, o ethos se mantém o mesmo sempre buscando oferecer às consumidoras algo que poderá sanar um grande problema da mulher moderna, a necessidade da beleza e juventude eternas , que são valores impostos pela ideologia corrente. Para tanto, o enunciador do ethos de L Oréal Paris recorre a modelos famosas (e que possuem os valores ideológicos almejados pelas mulheres modernas) para dar autoridade às propagandas. Deste modo, o ethos sugere que mulheres comuns também podem vir a ser belas e jovens como as estrelas dos anúncios.

Submitted by Miriam Lucas (miriam.lucas@unioeste.br) on 2017-12-18T12:38:24Z No. of bitstreams: 2 CRISTINA_DELGADO_2017.pdf: 2437337 bytes, checksum: 3dc2edba24ef568dd08899da3f03d97c (MD5) license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5) / Made available in DSpace on 2017-12-18T12:38:24Z (GMT). No. of bitstreams: 2 CRISTINA_DELGADO_2017.pdf: 2437337 bytes, checksum: 3dc2edba24ef568dd08899da3f03d97c (MD5) license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5) Previous issue date: 2017-05-16 / The analysis of the advertising discourse of financial institutions is the objective of the present research, which aims to scale the power of persuasion of the commercial banks through the media relationship with their clients and users. For this, the content of five advertising pieces sponsored by the largest banks established in Brazil, based on their economic dominance in the market, is based on the content. The texts, in the form of videos, transmitted through digital television and platform, were chosen in a random manner, within a certain period. The basis for achieving the objective of the research was the rhetorical studies, with a view to identifying in the universe of analysis, the presence of the strategies of ethos and discursive pathos, based on Aristotle, brought to modernity through Perelman. It was also proposed to classify the texts in the form of advertising modulation, according to Carrascoza's conception, in order to identify the predominance of Apollonian or Dionysian modulation in the discourse of bank advertising, but not before confronting such strategies with the perception of Charaudeau On the content of the mediatic discourse. Almeida was the theoretical basis used to know and recognize the specific discursive strategies of financial institutions, according to the peculiarities of the service rendering sector. A gender cut was also worked out with the aim of observing the representation of the image of the woman (client or bank) in the discourse of the banks. Finally, counterfacts were presented to the arguments of financial institutions, based on the perspective of consumers and employees dissatisfied with the service and / or institutional relationship, manifested through statistical data released by the Central Bank of Brazil and by consumer protection agencies, As well as denunciations made by trade union entities. / A análise do discurso publicitário das instituições financeiras é o objetivo da presente pesquisa, que visa dimensionar o poder de persuasão dos bancos comerciais através do relacionamento midiático com seus clientes e usuários. Para isto, toma-se por base o conteúdo de cinco peças publicitárias patrocinadas pelos maiores bancos estabelecidos no Brasil, considerando-se o seu domínio econômico no mercado. Os textos, em forma de vídeos, veiculados através de televisão e plataforma digitais, foram escolhidos de maneira aleatória, dentro de um período determinado. A base para consecução do objetivo da pesquisa foram os estudos retóricos, com vistas a identificar no universo de análise, a presença das estratégias do ethos e pathos discursivos, com base em Aristóteles, trazidas à modernidade através de Perelman. Propôs-se ainda a classificação dos textos sob a forma de modulagem publicitária, segundo a concepção de Carrascoza, com o propósito de identificar a predominância da modulagem apolínea ou dionisíaca no discurso da publicidade bancária, não sem antes confrontar tais estratégias com a percepção de Charaudeau sobre o conteúdo do discurso midiático. Almeida foi a base teórica utilizada para conhecer e reconhecer as estratégias discursivas específicas das instituições financeiras, segundo as peculiaridades do setor de prestação de serviços. Trabalhou-se também um recorte de gênero, com o intuito de observar a representação da imagem da mulher (cliente ou bancária) no discurso dos bancos. Por fim, apresentou-se contrapontos às argumentações das instituições financeiras, a partir da ótica de consumidores e empregados insatisfeitos com o atendimento e/ou relacionamento institucional, manifestados através de dados estatísticos divulgados pelo Banco Central do Brasil e por órgãos de defesa dos consumidores, bem como por denúncias feitas por entidades sindicais.

In this thesis we deal with pragmatic aspects of language, specifically studying the classification of speech acts and conversational implicature. The theoretical part is concerned with the work of J. L. Austin, J. R. Searle and M. Grepl with an emphasis on differences in the classification of illocutionary acts. Then we deal with the maxim of politeness and pleasantries types according to P. Brown and S. C. Lewinson. In the practical part using analysis of advertising headlines and slogans we are trying to demonstrate the functionality of the classification of speech acts by individual authors. We try to also confirm the performative nature of these statements also implicitly expressed performative verbs. We are interested in the presence of the maxims of politeness in these texts and the consequent shift between different types of courtesy. The aim is to highlight the issue of classification of illocutionary acts and try to outline improvements to this shift. The assumption is that, although the classification struggling with inaccuracies, we thereunder able to distinguish different types of repetitive speeches. To complement these findings, we want to prove performative character of advertising texts, even assuming that there will be implicitly expressed performative verb and the presence of...