THE PRODUCTION OF TRUTH IN THE ORDER OF THE ADVERTISING DISCOURSE

Authors

  • José Domingos Universidade Estadual da Paraíba

DOI:

https://doi.org/10.47180/omij.v3i1.139

Keywords:

Order of discourse Truth. Subject. Gay, Order of discourse. Truth. Subject. Gay., gay

Abstract

In this article, we propose a reflection on discursive strategies, carried out in the enunciates that circulate in the advertising scope, in which we are given to see the relationships between people of the same sex. More broadly, we will show the conditions of possibility through which the gay subject passes in order to constitute himself as the historical experience of the present. This our purpose will be anchored by the thought of Michel Foucault (1926-1984) on how the subject should be, what position to occupy in the real or imaginary to become a legitimate subject of this or that knowledge. Advertising pieces from IKEA, Tecnisa and from VIP magazine will be analysed. We observe that in this discursive production there is a game of the legitimation and control of images and sayings, which acts as truth in the discursive media order of the advertising market through which gay subjectivity subscribes.

Downloads

Download data is not yet available.

References

COURTINE, J-J. Metamorfoses do discurso político: derivas da fala pública. Organização e tradução de Carlos Piovezani e Nilton Milanez. São Carlos: Claraluz, 2006.
_______. Discurso e imagens: para uma arqueologia do imaginário. In: SARGENTINI, Vanice (Orgs.). Discurso, semiologia e história. São Carlos: Claraluz, 2011.
DAVALLON, Jean. A imagem, uma arte de memória? In: ACHARD, Pierre. [et al]. Papel da Memória. Trad. José Horta Nunes. Campinas, SP: Pontes, 2007, p. 23-34.
FOUCAULT, Michel. A Ordem do Discurso. Tradução de Laura Faga de Almeida Sampaio. São Paulo: Loyola, 17ª Ed. 2008a.

______.A Arqueologia do Saber. 7ª ed. Rio de Janeiro: Forense Universitária, 2008b.

LEITE, M.R.B. Bombril e Ratinho: as vozes da sedução. In: GREGOLIN, M.R. BARONAS, R. (orgs). Análise do discurso: as materialidades do sentido. São Carlos, SP: Claraluz, 2007, p. 103-114.

MILANEZ, Nilton. Corpo cheiroso, corpo gostoso: unidades corporais do sujeito no discurso. In: Acta Scientiarum. Langage and Culture. Universidade Estadual de Maringá. Vol. 31. Number 2, July-Dec., 2009, p. 215-222.

PÊCHEUX, Michel. Papel da memória. In: ACHARD, Pierre. [et al]. Papel da Memória. Trad. José Horta Nunes. Campinas, SP: Pontes, 2007, p. 49-57.
______. O discurso: estrutura ou acontecimento. 5 ed., Campinas, SP: Pontes, 2008.

SARGENTINI, Vanice (Orgs.). Discurso, semiologia e história. São Carlos: Claraluz, 2011.
Www.mundodomarketing.com.br Acessado em: 22-07-2020
www.vip.abril.com.br/ Acessado em: 25-07-2020

Downloads

Published

2022-05-27

How to Cite

Domingos, J. (2022). THE PRODUCTION OF TRUTH IN THE ORDER OF THE ADVERTISING DISCOURSE. Open Minds International Journal, 3(1), 5–14. https://doi.org/10.47180/omij.v3i1.139

Issue

Vol. 3 No. 1 (2022): v. 3 no. 1 (2022): Publication Jan, Feb, Mar and April 2022

Section

Continuous Flow Articles

License

Copyright (c) 2022 Open Minds International Journal

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

The authors declare that any work submitted, if accepted, will not be published elsewhere, in English or in any other language, and even electronically, unless it expressly mentions that the work was originally published in the Journal.