Campari – “só ele é assim”: Efeitos das Configurações de Linguagens

Resumo (EN)

LOZANO BUOZO, Yara Therezinha de Almeida. Campari – “Só ele é assim”:
The effects of the language settings. Dissertation (Master in Communication) –
Universidade Paulista, 2010.
The critical interpretation of a text advertisement cannot fall in the limits of a naive reading of the languages that are integrated in this construct. This dissertation aims at studying, from a language sciences viewpoint, the images of a text advertisement in order to figure out the rhetorical processes evidenced through a systematic interpretation. Identifying the codes which are expressed in the texts chosen is vitally necessary; then, it is also really essential to carefully go through the meanings provided by such configuration based on a hierarchy of the components of language used which will be proposed by us. From this perspective, our purpose verges on the approach of some corpora built by an advertisement for the drink CAMPARI. The criterion for such choice is its grounding on strong sex appeal as well as the high level of segmentation of Caras magazine. For this purpose, we will make use of the methodological procedures for the qualitative analysis according to the presuppositions of Meriam (2002). From the theoretical perspective, we will use some conceptual reference recently legitimated by poetic argumentation and by models for visual metaphor models created on it, and study the expressive semantic settings of this text advertisement, and the effects of the meaning it conveys. We intend, thus, to explore the field of rhetorical settings and, then, turn our interpretation to the resetting that languages and the media supports overdetermine in cultural products of our time.