Publication
O discurso publicitário ao serviço da construção da identidade no Estado Novo: o caso de Mundo Gráfico
| Summary: | Advertising discourse is both a reflection of the context in which it is produced and an agent of change upon it. In the present study, we analysed the advertisements in the magazine Mundo Gráfico with the purpose of identifying some aspects of the Portuguese iden¬tity of the regime Estado Novo, namely the national identity and the individual identity, of the Portuguese man and woman of that time. Simultaneously, it was our purpose to identify the discursive strategies involved in the construction of these identities, in particular strategies of an enunciative-pragmatic nature, such as the identification of the enunciative voices in dia¬logue in the advertisements. Still, we looked at ads as textual manifestations of a genre, briefly identifying some of their characteristics. |
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| Main Authors: | Duarte, Isabel Margarida |
| Other Authors: | Marques, Aldina; Pinto, Alexandra |
| Subject: | Advertising discourse Print ads Identity construction Estado Novo magazines Enunciative-pragmatic strategies Text genre Discurso publicitário Anúncios impressos Construção da identidade Revistas do Estado Novo Estratégias enunciativo- pragmáticas Género de texto Humanidades::Línguas e Literaturas |
| Year: | 2017 |
| Country: | Portugal |
| Document type: | article |
| Access type: | open access |
| Associated institution: | Universidade do Minho |
| Language: | Portuguese |
| Origin: | RepositóriUM - Universidade do Minho |
| Summary: | Advertising discourse is both a reflection of the context in which it is produced and an agent of change upon it. In the present study, we analysed the advertisements in the magazine Mundo Gráfico with the purpose of identifying some aspects of the Portuguese iden¬tity of the regime Estado Novo, namely the national identity and the individual identity, of the Portuguese man and woman of that time. Simultaneously, it was our purpose to identify the discursive strategies involved in the construction of these identities, in particular strategies of an enunciative-pragmatic nature, such as the identification of the enunciative voices in dia¬logue in the advertisements. Still, we looked at ads as textual manifestations of a genre, briefly identifying some of their characteristics. |
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