Said and not said: Brazil and the consumption practices in the self-ads of advertising agencies in the 1950s
DOI:
https://doi.org/10.11606/issn.2238-2593.organicom.2015.139264Keywords:
Advertising. Discourse analysis. Modernization. Consumption.Abstract
This article presents the synthesis and the results of the research known as “The said and the not said of the advertisingnarrative: modernization and consumption in the Brazil of the 1950s”, conducted by the authors with the support of theCentro de Altos Estudos da ESPM (CAEPM) (Higher Studies Center of the Higher School of Advertising and Marketing). Ouranalysis of the “said” of advertising (that which is expressed in its discourse) and of its not said (the silenced sayings, layingaside what has been said), based on a collection that includes the self-advertisement of the advertising agencies publishedin the Publicidade e Negócios magazine throughout the 1950s decade – a period of intense economic development in Braziland of broadening of its consumption practices. The research is based on theoretical assumptions of the French line ofdiscourse analysis (Orlandi and Maingueneau) and argumentative semantics (Ducrot).
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