O que se diz às mulheres nos textos publicitários?

Abstract

This work aims to show the construction of the category of person in ads running in different magazines for the female public. This study is based on the enunciative perspective of language, and it is supported by the Enunciation Theory developed by Émile Benveniste. The study is organized into three chapters. The first presents the concept of discursive genres according to Bakhtin, including an approach on ads as a textual genre that through its structure and features shows itself as a socio-discursive activity. Taking into account ads relationship with female image, this chapter presents women as receivers and consumers and also brings a brief history of female magazines in Brazil. The second chapter highlights the theory that guides our analysis: the Enunciation Theory proposed by Benveniste. According to this author, the enunciation is an unique and unrepeatable fact, and it is characterized by the occurrence of an I (speaker) who, through the use of language to make enunciations, introduces the you (addressee). Benveniste proposes the subjectivity on language as a realizable property of the category of person. The third and last chapter presents ads analysis which compose the data of this research. Its realization departed from the assumption that the text language advertising brands are conditions that give up the category of person. In this way, we have tried to verify which manifestations (verbal or non-verbal) demonstrate the category of person, which provides the formation of the female image, or a female you