O discurso da publicidade brasileira: construção e desconstrução de estereótipos da velhice

Abstract

The purpose of this research is to analyze on the way Brazilian advertisement mobilizes the construction and the deconstruction the old age stereotypes. For that, this study is also centered in some reflections about the enunciative universe, notions of subject and discourse, which is constitutive discursive practices. The corpus used in this analysis is the advertising as published in VEJA magazine about the campaign Concurso Banco Real Talentos da Maturidade from 2004 to 2007. Our central reflection is about how old age has been faced by elderly people, specifically, and by society, in general. In this context, we adopt the perspective of the French School of Discourse Analysis for understanding the meaning produced by the adverts discourse. In the analysis of our corpus, composed by discursive sequences that show social practices and historical contexts, we examined meanings constituted for scenery the Real Amro Bank advertising campaign that assumes a cultural dimension. The research reveals specific ways in that campaign functions and reflects about the meanings triggered, create, rebuilt, cultivated by the contemporary advertising discourse with strong persuasive effect. We conclude by stating the old age stereotypes contribute to the comprehension how the transmission of information about the product, service or the brand reflect customers values, identities and the culture in which they are immersed. Besides that, our reflection presents the third age like a discursive social practice of contemporary advertising that is not free of the stereotypes characterizations too