Discussões sobre o discurso publicitário

entre rupturas e repetições

Abstract

Discussions on the discourse of advertising: between disruption and repetitions
The advertising discourse in contemporary society is marked by constant disruption in approach to the receiver. The emotionality of the brand and intangible values take the place of presentation of the products and their physical characteristics, however, there are stereotypical elements that are rooted in doing advertising, especially when referring to promotional date specifically to Mother’s Day, this object study. The text aims to provide theoretical elements as subsidies for a reflection on the construction of the advertising text in the current consumer society. The study and the exemplification of the theory with a television piece Mother’s Day Renner leads us to consider that the advertising discourse is built considering the conditions of production and cultural elements already consolidated. The rescue a seemingly familiar everyday scenography, highlights the continued presence of stereotypes established by making advertising, but supported by a new discourse advocated by marketing to rescue its centrality in relational and symbolic dimension of consumption practices.