Por que você deve querer este carro?: o pathos inscrito em publicidades de automóveis

Abstract

This research focuses on discursive and enunciative strategies used to mobilize emotions in the reader in order to understand which images of the enunciatee (pathos) are constructed from the semiotics resources mobilized. The research is justified by the relevance of the topic for linguistic studies and also within the school space, in order to collaborate to a teaching work that improves reading skills and develops students' critical sense towards texts that bring together different languages and with which students have very close contact through different media. This study aims to analyze discursive-enunciative strategies used in car advertisements, identifying, based on them, the image of the enunciatee (pathos) inscribed in the ads. For this purpose, we seek theoretical-methodological support in Discursive Semiotics, especially in the studies of Greimas and Courtés (1979), Fiorin (2000) and Barros (2005), regarding standard Discursive Semiotics; in the studies of Greimas' (1984), Greimas and Courtés (1979), Fiorin (2009), Teixeira (2008, 2009) and Oliveira (2009) to discuss syncretism and plastic semiotics; and in Castro (2014), Fiorin (1988) and Torres and Leite (2017) to explain how Semiotics conceives the advertising text. Furthermore, seeking support in studies related to argumentation, we refer to the notes of Amossy (2013a, 2013b), Maingueneau (2008, 2013) and Fiorin (2008a, 2008b) in order to explain the concepts of ethos, pathos and logos, as well as to the notes of classical theorists of Discursive Semiotics to elucidate the relationship between enunciator and enunciatee and how one is directly linked to the other, guiding the choices that shape discourse based on an idealized public image. This is a descriptive, bibliographic and documentary research, with a qualitative approach, using as methodological support the analysis path proposed by Discursive Semiotics. As the corpus of analysis, four audiovisual automobile advertisements were chosen, all produced and broadcasted in Brazil: two for passenger vehicles - HB20 Hatch and Onix Plus - and two for utility vehicles - S10 and Amarok. The analyzes showed that the discourse of each advertisement is constructed through enunciative strategies that produce meaning effects responsible for arousing passions and feelings in a certain target audience. These constructions beginning with the choice of opposing terms of the fundamental level and gain investments in the narrative and discursive level of the text, manifesting themselves in an audiovisual expression plane in which different semiotics articulate in the projection of an ideal audience (pathos) associated with the product being offered. Thus, it is perceived that each of the advertisements is directed to a distinct pathos: the HB20 is a car for passionate, innovative, daring and assertive people; the Onix Plus, on the other hand, has a more measured, rational, reflective and critical subject as its audience. The audience of the S10 is a successful worker, connected to the agricultural sector, hopeful, committed and who overcomes life and work challenges; while the subject driving the Amarok is adventurous, fearless, conquering and courageous.