The value of skin tones in Caras e Cores
Based on the theoretical-methodological contributions proposed by the Bakhtinian studies, this article takes the advertising film “Caras e Cores”, by Faber-Castell as the corpus of an analytical work of audiovisual statements, explained in its architectural enunciative unity as verbivocovisual. The...
| Autores: | , , , |
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| Formato: | artículo |
| Estado: | Versión publicada |
| Fecha de publicación: | 2021 |
| País: | Brasil |
| Recursos: | Pontifícia Universidade Católica do Rio Grande do Sul (PUCRS) |
| Repositorio: | letrônica |
| Idioma: | portugués |
| OAI Identifier: | oai:ojs.revistaseletronicas.pucrs.br:article/42512 |
| Acesso em linha: | https://revistaseletronicas.pucrs.br/letronica/article/view/42512 |
| Access Level: | acceso abierto |
| Palavra-chave: | Bakhtin Circle Utterance Advertising speech Círculo de Bakhtin Enunciado Discurso Publicitário Círculo de Bajtín Discurso publicitario |
| Resumo: | Based on the theoretical-methodological contributions proposed by the Bakhtinian studies, this article takes the advertising film “Caras e Cores”, by Faber-Castell as the corpus of an analytical work of audiovisual statements, explained in its architectural enunciative unity as verbivocovisual. The objective is to understand if and how verbivocovisuality contributes to the analysis, especially of audiovisual discourses, in which these three dimensions are made explicit and constitute their integral unit. For this, the Bakhtinian notions of utterance, ideological sign, social voice and dialogical relations are mobilized together. The results point to the productivity of the notion of verbivocovisuality and the analysis of the advertising discourse reveals that the brand resignifies the ideological sign “skin color” and brings up the discourse on diversity and representativeness, with a contemporary aesthetic finish as a lucrative marketing strategy. |
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