Coca-Cola for all: the reconstruction of an image discursive

• Grant number: 11/13538-3
• Support Opportunities: Scholarships in Brazil - Scientific Initiation
• Start date: September 01, 2011
• End date: August 31, 2012
• Field of knowledge: Linguistics, Literature and Arts - Linguistics - Philosophy of Language
• Principal Investigator: Luciane de Paula
• Grantee: Natália Costa Custódio
• Host Institution: Faculdade de Ciências e Letras (FCL-ASSIS). Universidade Estadual Paulista (UNESP). Campus de Assis. Assis , SP, Brazil

Abstract

This project intends to analyze the speech of the advertising play on TV "Coca-Cola for Everyone", with a view to understand how the brand image as a company apparently responsible and ethical, concerned about the heterogeneity and union among different people and societies while, in fact, it is concerned only about the sale and consumption of its products that homogenize the differences among the individuals and communities simulated in the concrete statement of various of its advertising campaigns. The method to be applied is that of the philosophy of language of the Bakhtin Circle. One will especially work with the conceptions of dialogue, kind (composition, form and style), architectonics, voice, value, reflection and refraction, responsibility, responsiveness, ethics and aesthetics. The importance of the study proposal of the TV advertising discursive kind is on the attempt to understand the production and propagation of social values by means of language, seen as simulacrum of the "reality" and values that interpellate the individuals to consume by convincing and persuading. (AU)