The meanings of the expression “Get woke, get broke” on a Burger King advertising film
The growing engagement of companies to the LGBTQIA+ cause faces a conservative force, from which the expression “Get woke, get broke” is born. To better understand this discourse clash, we aim to analyze how this expression is (re)built, in terms of meaning, on an advertising film launched on June 2...
| Autores: | , |
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| Tipo de recurso: | artículo |
| Estado: | Versión publicada |
| Fecha de publicación: | 2021 |
| País: | Brasil |
| Institución: | Pontifícia Universidade Católica do Rio Grande do Sul (PUCRS) |
| Repositorio: | Letras de Hoje (Online) |
| Idioma: | portugués |
| OAI Identifier: | oai:ojs.revistaseletronicas.pucrs.br:article/40338 |
| Acceso en línea: | https://revistaseletronicas.pucrs.br/fale/article/view/40338 |
| Access Level: | acceso abierto |
| Palabra clave: | The Bakhtin Circle Outvertising Woke LGBTQIA community Círculo de Bakhtin Sellar Comunidad LGBTQIA Lacrar Comunidade LGBTQIA |
| Sumario: | The growing engagement of companies to the LGBTQIA+ cause faces a conservative force, from which the expression “Get woke, get broke” is born. To better understand this discourse clash, we aim to analyze how this expression is (re)built, in terms of meaning, on an advertising film launched on June 26 of 2020, by the Brazilian branch of the Burger King franchise. This is a qualitative research, framed in the interpretative paradigm. As theory support, we lean on the writings of the Bakhtin Circle (BAKHTIN, 2002, 2010, 2011; VOLÓCHINOV, 2017) and the publicity concept of outvertising (MOZDZENSKI, 2019). The analysis’ results show the expression is brought, at first, by the voice and value assessment of conservatives, but, when faced with some textual and discourse strategies, it is weakened until, finally, it is resignified as a supportive discourse to the LGBTQIA+ community. |
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