FRONTEIRAS E CONVERGÊNCIAS ENTRE PUBLICIDADE E FOTOJORNALISMO: ESTRATÉGIAS COMUNICACIONAIS DA IMAGEM PUBLICITÁRIA

AUTOR(ES)
DATA DE PUBLICAÇÃO

2008

RESUMO

This work aims to address some of the strategies of persuasion of advertising speech. From the perspective of its relation with journalism, mainly photojournalism, advertising tries to establish itself on strategies to make real and supposed evidence of the products qualities, which Floch means as advertising reference. Such strategies are based on figurative and plastic devices, called a "make feel" the speeches more than understanding them rationally, in order thus to a communicative effectiveness on the target audience to be reached. In a game of anticipation of images that target audience the mechanisms will be differentiated, through the establishment in general on plastic-estésicos resources. From there, and in the wake of Muniz Sodré, is that we speak, in this text, in sensitive strategies of speeches advertising, and how the focus the examination of the joints of text and image present in the various examples of advertising choosen for the formation of corpus. For this analysis circulating photographs were selected by the media to verify the builts of sense by articulation of expression and content plans, in its plastic and figurative manifestations. The corpus of search is constituted by pieces from the printed media, specifically national journals, Caras, Elle, Vogue and international Archive and Vogue. As a theoretical basis, were used texts for discussion of the advertising speech (M. Lupetti, N. Carvalho, J. Berger, O. Toscani), the sensitive issue in contemporary society (Muniz Sodré, G. Vattimo, A. Semprini), the proposals for review of texts, with emphasis on semiotics plastic dedicated to the study of the image (R. Barthes, N. Discini, Jean-Marie Floch), and theories of visual communication.

ASSUNTO(S)

sensible speech comunicação e linguagens imagem publicitária revistas photography advertising discursos sensíveis publicidade comunicacao magazines fotografia photojournalism fotojorlalismo

ACESSO AO ARTIGO

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