Navegando por Assunto "Propaganda"
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Item Acesso aberto (Open Access) “Égua”, é a hora do intervalo na tv: marcadores sociais da diferença, consumidores/as e publicidade produzida em Belém do Pará(Universidade Federal do Pará, 2014-06-18) OLIVEIRA, Robson Cardoso de; CANCELA, Cristina Donza; http://lattes.cnpq.br/8393402118322730This dissertation is "born" with a mission: to investigate on the receipt of social markers of the difference between the advertising consumers produced in the city of Belém, Pará, in order to observe how the categories of Gender and Sexuality are received and (re) signified at the moment we watch the interval time in TV. However, other social markers of difference as Class, Color/Race and Generation were added by consumers in conversations, and consequently were problematized in this study. In addition, discussions about advertising and consumption also gained prominence as a consequence of the very strength of the consumers’ speeches. As a result, I realized that social markers of difference were being operated in the narratives in an intersected (or articulated) mode, among these, the most active in this tangency were the Gender, Color/Race and Class categories, comprised by speeches as: black and poor male; and white and rich woman. The "game" between the real and the "magical" world of ads (Rocha 1990), also commented out by consumers, viewing the advertising much closer to real idealizations, instead of showing the realities at the interval time in TV.Item Acesso aberto (Open Access) Macrodinâmicas da comunicação midiática na Amazônia(Universidade Federal do Pará, 2013-08) CASTRO, Fábio Fonseca deThe article discusses the characteristics of media communication system in the Amazon, describing how television networks, radio stations, newspapers, and communal and popular communication act, building strategies for the social reproduction of hegemonic models or, alternatively, rehearsing counter-hegemonic processes. The analysis highlights the political economy of communication, substantiated with an approach to the phenomenon of intersubjectivity, whereby we want to understand properly the Amazonian peculiarities in the Brazilian media scene. The theoretical-methodological approach considers the role of systems and systemic action in the context of a culturalist yaw in the political economy of communication. The article identifies eight macrodynamics in the Amazonian mediatic communication: the systemical logic in the dispute for communicative capital; the geoespatial dynamics of the markets; the perception of communicative function as marketing; the local complexity of the phenomenon of ‘electronic colonels’; the prevalence of the ‘advertising function’; the logic of exclusion of community communication; the role of the ‘Amazonian object’ in gauging the communicative capital; and the regional role of religious media.Item Acesso aberto (Open Access) Propagandas de violência simbólico-regional contra a mulher: discurso e identidade na escola(Universidade Federal do Pará, 2019-04) NERY, Tatiara Ferranti; CUNHA, Marcos André Dantas da; http://lattes.cnpq.br/0195316299643772The present study discusses the speeches produced by students of the Elementary School of Tia Erica Strasser, in Moju - PA, from the writing and reading activities of official publicity campaigns on physical to symbolic-regional violence against women, the example of scalping, common in the Amazon Pará. Therefore, in establishing the relationship between propaganda, violence, identity, gender, discourse and teaching, the main objective of the research is to broaden the student's critical view of the subject and to encourage student protagonism with regard to changes in social relations of a kind. violent and discriminatory. Based on the assumptions of the French Discourse Analysis, more specifically on the conceptions of Foucault (2008) and Pêcheux (2002), and on the theoretical precepts about identity, disseminated by Hall (2002) and Bauman (2005), we intend, more specifically: 1) to reflect on how the student subject is positioned before the feminine theme and the symbolic-regional and gender violence; 2) analyze how students construct meanings and inscribe their social and cultural identities about gender issues from the readings of official advertising campaigns on combating violence against women; and 3) understand the readings of students about the discourse of commercials, to reflect if there is identification, acceptance, reaffirmation, deconstruction or even inscription of their identities in these discourses. According to Foucault (1969), discourse is a set of utterances that belong to the same discursive formation. Thus, analyzing discursive formation consists in verifying the meaning relations of what is said with other words, as well as the discursive delimitations that circumscribe them. In this sense, this research is important to more effectively subsidize students in the process of understanding and producing advertising campaigns, building critical view in students about reality and to fight against violence towards women. Lastly, from the ongoing analysis of the intervention proposal developed at basic education, it was found that many speeches that emphasized women as inferior subjects to men and as violated female characters, made to serve the other and without freedom to take decisions can be deconstructed. Thus, it was also noted that the activities with advertisements aroused in students a more critical and reflective look in relation to their actions and those of others, becoming mainly active agents in the deconstruction of inequalities and discrimination that marginalize and oppress the female gender. and which are historically reproduced against women.Item Acesso aberto (Open Access) A publicidade identitária nas representações da Amazônia paraense nas propagandas dos governos do estado do Pará em 2017, 2020 e 2021(Universidade Federal do Pará, 2022-05-10) PRADO, Kleyse Costa Vaz Santana; SANTOS, Luiz Cezar Silva dos; http://lattes.cnpq.br/2449524316115443This research intends to do an analysis of discourses present in two advertising videos and six tourism posters authored by the Government of State of Pará. The objective is to identify and compare the narratives and arguments, as well as the forms of representation of cultural identities of Pará, as a state, and of Pará's people, in order to reflect on the construction of meanings that can reinforce stereotypes and colonial discourses about Amazon. We also seek to reflect about city, its appropriation and the visibility of the spaces designed by advertisements. The objects of this research are the advertising video “Pará te encantar” (2017, tourist commercial), the advertising video “Stay at home” (2020, commercial with alert about agglomerations in the Covid19 pandemic context), and six posters of the campaign “Rediscover Pará” (2020). We will use authors such as Stuart Hall, Homi K. Bhabha and Amaral Filho as a theoretical reference to discuss cultural identities, stereotypes and coloniality in Amazonian context. Our methodological framework is based on Eni Orlandi, Martine Joly and Diana Rose for development of Discourse Analysis and moving images. The concept of publiCIDADE (publiCITY) proposed by Santos (Luiz LZ Cezar) will also be used, as well as other authors on the Amazon, such as Paes Loureiro, and on Communication Science, such as Martín-Barbero.