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Previous issue date: 2018-01-08 / Coordena??o de Aperfei?oamento de Pessoal de N?vel Superior - CAPES / By regarding emotions as the incitement of contemporary social order, and the importance of observing the participation of communication in the constitution of affective relations, this paper aims to produce a semiolinguistic analysis of the advertising for the Chanel No. 5 perfume, with the intention of demonstrating the construction of feelings relating to love. The Chanel brand can be perceived, for its time of existence and marketing reach, as having a considerable power of interference on both the economic and cultural fields of the current panorama. Equally, one can perceive the interference of the personality of its founder ? stylist Coco Chanel, as a prominent female figure in the advertising of the Chanel No. 5 perfume. The observations by Patrick Charaudeau about the analysis of the discourse consist the theoretical/methodological contribution of this research, which has, as its guiding problem, to try to understand how the Chanel No. 5 perfume presents love as an object of search in its speech contract. The corpus of this study consists in four advertising films for the product, which were released between 2004 and 2014, and was outlined from the universe of advertising films that can found on the brand?s YouTube channel, considering its content in relation to love and its consequences on western culture, as well as demonstrating the aspects concerning Coco Chanel, her brand and the Chanel No. 5 perfume. Finally, this research develops the analysis of the selected advertising films, considering their situational context, identifying its discursive subjects, discursive strategies, and their enunciative contracts. As a main result, this paper demonstrates that Chanel No. 5?s advertising films try to present contemporary social aspects, especially those regarding the outlining of women?s profiles, but hide, in these traces, the persuasive presence of romantic love, instituting a kind of discursive masking. / Ao entender as emo??es como o incitamento da ordem social contempor?nea, e a import?ncia de observar a participa??o da comunica??o na constitui??o das rela??es afetivas, este estudo busca realizar uma an?lise semiolingu?stica da publicidade do perfume Chanel N?5, na inten??o de evidenciar a constru??o de sentidos relacionados ao amor. Percebe-se na marca Chanel, por seu tempo de exist?ncia e abrang?ncia mercadol?gica, um consider?vel poder de interfer?ncia tanto na inst?ncia econ?mica quanto cultural do panorama presente. Da mesma maneira, entende-se a inger?ncia da personalidade de sua fundadora, a estilista Coco Chanel, enquanto figura feminina de destaque, na publicidade do perfume Chanel N?5. Os apontamentos de Patrick Charaudeau sobre a an?lise do discurso consistem no aporte te?rico-metodol?gico desta pesquisa, que traz como problema norteador buscar compreender de que modo Chanel N?5 apresenta o amor como objeto de busca em seu contrato de fala. O corpus do estudo consiste em quatro filmes publicit?rios do produto lan?ados entre 2004 e 2014, e foi delineado a partir do universo dos filmes publicit?rios veiculados no canal da marca na plataforma YouTube, considerando seu conte?do relacionado ao amor, e o n?mero de visualiza??es at? a data de in?cio das an?lises. Para dar conta da proposta de pesquisa, o estudo levanta conceitua??es relativas ? an?lise do discurso, ao discurso midi?tico e especifica??es alusivas ao discurso publicit?rio. Ainda, apresenta as varia??es das concep??es de amor e seus reflexos na cultura ocidental, bem como evidencia os aspectos concernentes ? Coco Chanel, sua marca e o perfume Chanel N?5. Por fim, desenvolve as an?lises dos filmes publicit?rios selecionados considerando seu contexto situacional, a identifica??o dos sujeitos discursivos, as estrat?gias discursivas e seus contratos enunciativos. Como resultado principal, percebe-se que a publicidade de Chanel N?5 procura apresentar aspectos sociais contempor?neos, especialmente em rela??o ao delineamento do perfil da mulher, mas oculta nesses tra?os a presen?a persuasiva do amor rom?ntico, instaurando uma esp?cie de mascaramento discursivo.
| Identifer | oai:union.ndltd.org:IBICT/oai:tede2.pucrs.br:tede/7826 |
| Date | 08 January 2018 |
| Creators | Trintin, Claudia Farias Lopes |
| Contributors | Carvalho, Cristiane Mafacioli |
| Publisher | Pontif?cia Universidade Cat?lica do Rio Grande do Sul, Programa de P?s-Gradua??o em Comunica??o Social, PUCRS, Brasil, Escola de Comunica??o, Arte e Design |
| Source Sets | IBICT Brazilian ETDs |
| Language | Portuguese |
| Detected Language | English |
| Type | info:eu-repo/semantics/publishedVersion, info:eu-repo/semantics/masterThesis |
| Format | application/pdf |
| Source | reponame:Biblioteca Digital de Teses e Dissertações da PUC_RS, instname:Pontifícia Universidade Católica do Rio Grande do Sul, instacron:PUC_RS |
| Rights | info:eu-repo/semantics/openAccess |
| Relation | -1227240851921518482, 500, 500, 600, -4056021055502874573, 2075167498588264571 |
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