Mídia, identidade e representação: uma análise da publicidade televisiva da cerveja polar export.

Abstract

The television advertising appropriates the characteristics of the media, to promoting, through their speeches, an identification with the public. The intensive use of technical resources of the audiovisual language propose to convert television viewers into consumers of their products, using the regional cultures. On this assumption the question that assit the study of this thesis is: What are the discursive powers of the identification process which bind the televisual advertising of Polar Beer to the Gaucho public? The reason for this study focuses on the growing importance of studies of contemporary identities and in their relation with the media and their communicative practices, especially television advertising. The choice of our analysis corpus is that, firstly, the desire to study the gaucho identity and its representation in television commercials. Thus, we chose the television commercials of Polar beer because we believe that together these features, in addition to articulating the local and global levels. To compose the object of analysis we have chosen five commercial broadcast on television between 2004 and 2010 which had the regionality of Polar beer as the main appeal of selling. Our overall research objective is to analyze the identity represented in television commercials for beer Polar to the gaucho public, and the specific objectives are: to analyze the historical and cultural context of regional identity represented in television commercials for Polar beer; understand the relationship between global and local advertising communication strategies focused on identification with local culture, and, propose a description model of advertising VT, the latter is being related to the methodology of this research. The methodology consists of four steps: data collection, decoupage in advertising script, description of the commercial in an analiyzing box with five topics and, finally, the category analysis applied to VTs advertisers. The categories are presented based on the generative trajectory of meaning of Greimas and Courtés. They are: timing, place, actorialização, figurativization and theming. For a more complete analysis we add another category: sound and verbal expression. It is organized into five chapters. The first three bring the theoretical, the fourth chapter is the definition of the corpus. The fifh and final chapter analyzes the television commercials of Polar beer. The results show that the gaucho identity appears as the element responsible for identifying the public representations by means of a carefully planned construction verbal and nonverbal from television advertising by means of expressions, planes, dialougues and characters, in which highlights: gaucho localism, masculinity, attachment to land and the traditions, and the constant excitement of what is by Rio Grande do Sul. Often the choices of advertising, materialized in its representations, end up using stereotypical symbols, making gauchidade into stuffs. Television advertising of Polar beer also promotes deterritorialization, promoting a specific cultural field experiences, opening up new duties by giving new uses to the tradition, articulating the transition from a past tradition to the present update.