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Transformations in the rhetoric of consumption: the verbal composition in advertisements of magazines printed in the era of convergence

Grant number: 18/05405-2
Support type:Scholarships in Brazil - Scientific Initiation
Effective date (Start): June 01, 2018
Effective date (End): May 31, 2019
Field of knowledge:Applied Social Sciences - Communications - Public Relations and Propaganda
Principal researcher:Lucilene dos Santos Gonzales
Grantee:Julia Simões Pascoal
Home Institution: Faculdade de Arquitetura, Artes e Comunicação (FAAC). Universidade Estadual Paulista (UNESP). Campus de Bauru. Bauru , SP, Brazil


Faced with the phenomena of cyberculture, cultural and technological convergence, there is a reconfiguration in the paradigms and practices of communication and consumption, which consequently is reflected in the composition of the publicity and practices published in printed magazines. We have been investigating, since 2016, 138 advertisements (2014 - 2016) in which we find, in addition to title, subtitle, image, text, brand and slogan, already presented in the work of Gonzales (2003), plus twenty-printed ad. This initial part of the research was aided by FAPESP with a scientific initiation scholarship in which we theoretically founded the research for the exploration of the publicity of six printed magazines directed to different audiences - Veja, Caras, Ana Maria, Todateen, Superinterestante and Playboy. We categorized your products and services which allowed us to know the profile of your readership and which components of your advertising. We intend to verify the linguistic structuring of verbal utterances - title, subtitle, text, slogan, to (re) define, if necessary, - since an initial research was already carried out in 2016, in which the exploitation of advertising of six printed magazines aimed at different audiences - the constitution and function of each of the components present in contemporary advertising. It is, therefore, a comparative and analytical research aimed at systematizing the visual composition of print magazine advertising in contemporary times - 2014/2016. (AU)

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