This article aims to analyze, from the perspective of Discourse Analysis, advertisements of
the brand Coca-Cola, in order to verify how the effects of meaning are engendered in three
advertisements of this brand, The Coca Cola Company, which furnishes most of the food
products (soft drinks and juices) in Brazil. For this analysis, the methodology used was
Discourse Analysis, specifically the concepts of enunciation scenes developed by Dominique
Maingueneau. These are: encompassing scene refers to the type of discourse; generic scene is
related to the speech genre; scenography is related to what the reader sees, that is it, the
staging that takes place from the encompassing and generic scenes; and ethos is related to the
impression that the speaker goes beyond himself. As it is a famous brand, the advertisements
have a large circulation, thus reaching many viewers, thus making the discursive analysis of
its advertisements relevant.
|
