Communication and manipulation in beer announcement

Authors

  • Arlene Lopes Sant'Anna UNIFAE - Centro Universitário

DOI:

https://doi.org/10.21709/casa.v6i2.1208

Keywords:

publicidade, consumo, semiótica, manipulação, discurso, advertisement, consumption, semiotics, manipulation, speech

Abstract

This article analyzes an Antarctica beer advertisement based in French semiotics. From the theoretical grounds set by Greimas and his followers, we discuss the relationship among syncretic languages, meaning effects, enunciation context and the social values. In the discursive configuration, we can understand the manipulation strategies used by the enunciator in the construction of the advertisement for the consumption of beer among the brasilian youngs. Keywords: advertisement; consumption; semiotics; manipulation; speech.

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Published

13/01/2009

Issue

Vol. 6 No. 2 (2008)

Section

Papers

License

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