Entre o sistema e os valores do sistema: a textualização do político no discurso publicitário

Abstract

The purpose of this dissertation is to analyze the meanings that are produced in/by the textualization of politicians in the advertising discourse and are considered as key elements in the constitution-formulation-circulation process. Therefore, we found in the theoretical-methodological Pecheutian Discourse Analysis approach - as it has been developed in Brazil - the guiding concepts that allowed us to narrow down our analysis corpus to three commercial videos that depicted cars as objects of power. The methodological procedure adopted consisted of a reading strategy divided in two analysis mo(ve)ments: I) description-interpretation of discursive materiality from the mobilization of DA theoretical domain notions, followed by a reflection on the roles of subjects and positions, and II) the production of discursive excerpts (DEs) taken from three analysis concepts defined in terms of discursive regularities observed in the speech: (i) completeness, (ii) appearance and (iii) work. Regularities considered to be system values were discursively materialized in significant elements [text-image], from which we proposed reflections in order to denaturalize the meanings that appear as evident. Thus, the scope of this analysis is to question the notion of system, a nuclear concept orbited by the notions of power, technology and progress, ideological constructs textualized in the core of the advertising discourse.