Production processes of the discourse in bank advertisement from the 70’s

Authors

  • Luciana Fracasse

Keywords:

bank advertising, production processes, 70’s decade.

Abstract

This work aims to analyse an advertisement of the Bank of Brazil, which was published in Magazine Exame on September 14th, 1977. This study follows the perspective of French Discourse Analysis,, founded by Michel Pêcheux in 1960. We assume and conduct the interpretation following a discursive materialist perspective, which seeks to understand the socio-historical context in which the discourse is formulated as well as the importance of understanding the role played by ideology interrogating the individual in the subject. Our main objective is to understand how bank advertising works in order to understand the process of identification of the subject with his nation, in particular, the Brazilian subject / citizen with Brazil in a scenario historically marked by a system of Military Dictatorship.

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Published

2016-04-04

How to Cite

Fracasse, L. (2016). Production processes of the discourse in bank advertisement from the 70’s. Estudos Linguísticos (São Paulo. 1978), 42(3), 1101–1113. Retrieved from https://revistas.gel.org.br/estudos-linguisticos/article/view/917

Issue

Section

Análise do Discurso