The contribution of discursive studies in the construing of advertising messages in digital media: analysis of the communication of a brand of table water
DOI:
https://doi.org/10.11606/issn.2236-4242.v37i1p149-169Keywords:
Discourse, Advertising, Media, Opportunities, ThreatsAbstract
Advertising has found opportunities and challenges in the new digital media. In these ways of communicating, we recognize complexity, variety, increased immediacy, and new dialogisms. Institutions and brands became aware of the impact of these new media and the need for more efficient communication. Discourse studies are an instrument for analysing promotional messages in traditional and digital media, but also contribute to institutions and brands using these media in efficient and ethically responsible ways. Three approaches are revisited to assess its spectrum of analysis: looking at communication as (1) social interaction, revealing power relations, cultural processes, and discursive practices (critical discourse analysis); (2) understanding the rhetorical architecture of the textual fabric, which enables an argumentative, persuasive, and effective discourse (rhetoric and argumentation); (3) examine the contribution of pragmatic linguistics to the understanding of language in the interaction created in new media (principles of conversation and implicature).
Downloads
References
ARISTÓTELES. The rhetoric and the poetics of Aristotle. Tradução W. Rhys Roberts. Nova Iorque: The Modern Library, 1984.
ATHERTON, J. Social media strategy: a practical guide to social media marketing and customer engagement. Londres: Kogan Page, 2021.
AUSTIN, J. L. How to do things with words. Oxford: Oxford University Press, 1962.
BELCH, G. E.; BELCH, M. A. Advertising and promotion: an integrated marketing and communication perspective. 11. ed. Nova Iorque: McGraw-Hill, 2018.
BOUVIER, G. What is a discourse approach to Twitter, Facebook, YouTube and other social media: connecting with other academic fields? Journal of Multicultural Discourses, v. 10, n. 2, p. 149-162, 2015. DOI: https://doi.org/10.1080/17447143.2015.1042381
CHARAUDEAU, P. L’argumentation dans une problématique de l’influence. Revue Argumentation et Analyse du Discours, (AAD), n. 1, p. 1-17, 2008. DOI: https://doi.org/10.4000/aad.193
CLULEY, R. Essentials of advertising. Londres: Kogan Page, 2017.
COOK, G. The discourse of advertising. Londres e Nova Iorque: Routledge, 2001.
DUFF, B. R. L.; FABER, R. J.; NAN, X. Coloring outside the lines: suggestions for the future of advertising theory. In: RODGERS, S.; THORSON, E. (Eds.) Advertising theory. 2. ed. Nova Iorque e Abingdon: Routledge, 2019, p. 18-31.
EVANS, N. et al. Disclosing Instagram influencer advertising: the effects of disclosure language on advertising recognition, attitudes, and behavioral intent. Journal of Interactive Advertising, v. 17, n. 2, p. 138-149, 2017. DOI: https://doi.org/10.1080/15252019.2017.1366885
FAIRCLOUGH, N. Discourse and social change. Cambridge: Polity Press, 1992.
FAIRCLOUGH, N. Critical discourse analysis: the critical study of language. Londres & Nova Iorque: Routledge, 1995.
FAIRCLOUGH, N. Analysing discourse: textual analysis for social research. Nova Iorque e Londres: Routledge, 2003.
FEN, Y.; CHEN, H.; KONG, Q. An expert with whom I can identify: the role of narratives in influencer marketing. International Journal of Advertising, v. 40, n. 7, p. 972–993, 2021. DOI: https://doi.org/10.1080/02650487.2020.1824751
FONSECA, J. O lugar da pragmática na teoria e análise linguísticas. Máthesis, n. 3, p. 35-42, 1994. DOI: https://doi.org/10.34632/mathesis.1994.3708
GEORGAKOPOULOU, A. (S)mall stories online: the intersection of affordances and practices. In: HANDFORD, M.; GEE, J.P. (Eds.) The Routledge handbook of discourse analysis. 2. ed. Abingdon e Nova Iorque: Routledge, 2023, p. 441-453.
GOFFMAN, E. Gender advertisements. Londres: Harper & Row, 1979.
GRICE, P. Logic and conversation. In: COLE. P.; MORGAN, J. J. (Eds.) Syntax and semantics 3: Speech Acts. Nova Iorque: Academic Press, 1975, p. 41–58.
HARDY, J.; POWELL, H.; MacRURY, I. The advertising handbook. 4.ed. Abingdon e Nova Iorque: Routledge, 2018.
HE, J.; SHAO, B. Examining the dynamic effects of social network advertising: A semiotic perspective. Telematics and Informatics, n. 35, p. 504–516, 2018. DOI: https://doi.org/10.1016/j.tele.2018.01.014
ISMAGILOVA, E. et al. The effect of electronic word of mouth communications on intention to buy: a meta-analysis. Information Systems Frontiers, n. 22, p. 1203–1226, 2020. DOI: https://doi.org/10.1007/s10796-019-09924-y
KINGSNORTH; S. Digital marketing strategy: an integrated approach to online marketing 3. ed. Londres: Kogan Page, 2019.
LAWES, R. Using semiotics in marketing: how to achieve consumer insight for brand growth and profits. Londres: Kogan Page, 2020.
LEECH, G. English in advertising: a linguistic study of advertising in Great Britain. Londres: Longman, 1966.
MCSTAY, A. A qualitative approach to understanding audience's perceptions of creativity in online advertising. The qualitative report, v. 15, n. 1, p. 37-58, 2010. DOI: https://doi.org/10.46743/2160-3715/2010.1139
MYERS, G. Ad worlds: brands, media, audiences. Londres: Arnold, 1999.
MYERS, G. Words in ads. Londres: Edward Arnold, 1994.
RIPLEY, M. L. Argumentation theorists argue that an ad is an argument. Argumentation, v. 22, n. 4, p. 507-519, 2008. DOI: https://doi.org/10.1007/s10503-008-9102-2
RIPLEY, M.; GOWING, M. P. Argumentation and emotional cognition in advertisements. OSSA Conference archive, n. 19, p. 1-5, 2011. DOI: https://doi.org/10.17576/pengurusan-2021-63-05
RODRIGUEZ, M. Brand storytelling: put customers at the heart of your brand story. Londres: Kogan Page, 2020.
RUIZ RUIZ, J. El discurso implícito: aportaciones para un análisis sociológico. Revista Española de Investigaciones Sociológicas, v. 146, p. 171-190, 2014. DOI: https://doi.org/10.5477/cis/reis.146.171
SCHRÖDER, T. Aspects of language advertising online. In: BEDIJS, K.; MAAΒ, C. (Eds.) Manual of Romance languages in the media. Berlin: Walter de Gruyter, 2017, p. 110-129.
SHAREEF, M. A. et al. Social media marketing: comparative effect of advertisement sources. Journal of Retailing and Consumer Services, v. 46, p. 58–69, 2019. DOI: https://doi.org/10.1016/j.jretconser.2017.11.001
SIMÕES, E. The language of advertising. In: LEUNG, C.; STREET, B. V. (Eds.) The Routledge companion to English studies. Londres e Nova Iorque: Routledge, 2014, p. 505-515.
SIMÕES, E. Discourse(s) in advertising. In: HANDFORD, M.; GEE, J.P. (Eds.) The Routledge handbook of discourse analysis. 2. ed. Abingdon e Nova Iorque: Routledge, 2023, p. 525-538.
THORSON, E.; RODGERS, S. Advertising theory in the digital age. In: RODGERS, S.; THORSON, E. (Eds.) Advertising Theory. 2. ed. Londres: Routledge, 2019, p. 3-17.
TUNA, S. A promoção de jovialidade: a construção de um discurso e argumentação persuasivos. Redis: Revista de estudos do discurso, n. 8, p. 200-216, 2019. DOI: https://doi.org/0.21747/21833958/red8a9
VAN DIJK, T.A. Critical discourse analysis. In: TANNEN, D.; HAMILTON, H. E.; SCHIFFRIN, D. (Eds.) The Handbook of discourse analysis, 2. ed. Londres: Wiley, 2015, p. 466-485.
VAN EEMEREN, F. H.; ANDONE, C. Argumentation and communicative practices. In: ROCCI, A.; SAUSSURE, L. (Eds.) Verbal communication. Berlim: Walter de Gruyter, 2016, p. 245-268.
VAN EEMEREN, F. H. Argumentative style: a complex notion. Argumentation, v. 33, n. 2, p. 153–171, 2019. DOI: https://doi.org/10.1007/s10503-019-09478-y
WALTON, D. Anticipating objections in argumentation. In: RIBEIRO, H. J. (Ed.) Rhetoric and argumentation in the beginning of the 21st century. Coimbra: Imprensa da Universidade de Coimbra, 2009, p. 87-109.
WILLIAMSON, J. Decoding advertisements. Londres: Marion Boyars, 1978.
WILSON, R. T.; TILL, B. D. Managing advertising in non-traditional environments: a message processing framework. In: RODGERS, S; THORSON, E. (Eds.) Advertising theory. 2.ed. Abingdon e Nova Iorque: Routledge, 2019, p. 109-123.
WODAK, R.; MEYER, M. (Eds.) Methods in critical discourse analysis. Londres: Sage, 2001.
YAKOB, F. Paid attention: innovative advertising for a digital world. Londres: Kogan Page, 2022.
YUEN, C. Y. The construal of ideational meaning in print advertisements. In: O’HALLORAN, K. L. (Ed.) Multimodal Discourse Analysis: systemic-functional perspectives. Londres e Nova Iorque: Continuum, 2004, p. 163-195.
Downloads
Published
Issue
Section
License
Copyright (c) 2024 Elsa Simões, Sandra Tuna
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
The Editorial Board authorizes free access to and distribution of published contentes, provided that the source is cited, that is, granding credit to the authors and Linha D'Água and preserving the full text. The author is allowed to place the final version (postprint / editor’s PDF) in an institutional/thematic repositor or personal page (site, blog), immediately after publication, provided that it is available for open access and comes without any embargo period. Full reference should be made to the first publication in Linha D'Água. Access to the paper should at least be aligned with the access the journal offers.
As a legal entity, the University of São Paulo at Ribeirão Preto School of Philosophy, Sciences and Languages owns and holds the copyright deriving from the publication. To use the papers, Paidéia adopts the Creative Commons Licence, CC BY-NC non-commercial attribution. This licence permits access, download, print, share, reuse and distribution of papers, provided that this is for non-commercial use and that the source is cited, giving due authorship credit to Linha D'Água. In these cases, neither authors nor editors need any permission.
Partial reproduction of other publications
Citations of more than 500 words, reproductions of one or more figures, tables or other illustrions should be accompanied by written permission from the copyright owner of the original work with a view to reproduction in Linha D'Água. This permission has to be addressed to the author of the submitted manuscript. Secondarily obtained rights will not be transferred under any circumstance.
How to Cite
Funding data
-
Fundação para a Ciência e a Tecnologia
Grant numbers UIDB/00661/2020