Think less, love more: the synchristance of languages in the textual construction of an advertising campaign

• Main Author: Maire Josiane Fonatana
• Format: Article
• Language: Portuguese
• Published: Universidade Estadual do Oeste do Paraná 2016-12-01
• Series: Travessias
• Subjects: campanha publicitária; efeitos de sentido; sincretismo de linguagens.
• Online Access: http://e-revista.unioeste.br/index.php/travessias/article/view/15540

Based on the studies of enunciation from the perspective of Discursive Semiotics, this study seeks to make an analysis of the syncretism of languages present in the video of the advertising campaign of the bonbon Sonho de Valsa, entitled "Thoughts" (April / 2015), examining the main enunciative strategies (verbal and nonverbal) that constitute the campaign in question, the persuasive advertising elements and the elements of the audiovisual language, explaining the effects of meaning that result from the syncretism of languages. With this objective, this study develops based on the theoretical foundations of Marcuschi (2008) and Bakhtin (2011) on discourse genres and Gomes (2014) and Teixeira (2014) on syncretism of languages.