SEMIÓTICA DA PUBLICIDADE DA HARLEY-DAVIDSON ATRAVÉS DA ESTILÍSTICA E DA PRAGMÁTICA: O CONCEITO DE LIBERDADE NA CONSTRUÇÃO DA IDENTIDADE DO CONSUMIDOR ALVO

O CONCEITO DE LIBERDADE NA CONSTRUÇÃO DA IDENTIDADE DO CONSUMIDOR ALVO


SEMIOTICS OF HARLEY-DAVIDSON ADVERTISING THROUGH STYLISTICS AND PRAGMATICS: THE CONCEPT OF FREEDOM IN CONSTRUCTING TARGET CONSUMER IDENTITY

THE CONCEPT OF FREEDOM IN CONSTRUCTING TARGET CONSUMER IDENTITY

Autores

DOI:

https://doi.org/10.18066/revistaunivap.v30i65.4526

Resumo

O artigo explora a construção semiótica da identidade do consumidor através da estilística e pragmática do discurso da Harley-Davidson, atualizando os códigos semióticos de sua publicidade. Os resultados fornecem evidências do papel das expressões metafóricas codificadas em slogans e outros dispositivos estilísticos na atualização do código hermenêutico da publicidade da marca. As antíteses subjacentes à justaposição dos valores da marca contra os valores mainstream fundamentam o código simbólico das mensagens dos slogans. O código acional se baseia em diretivas que estimulam o modelo comportamental e atos comissivos implícitos, prometendo satisfazer as necessidades dos consumidores. Os dados obtidos demonstram a função semiótica do signo chave Liberdade e seus sub-conceitos derivados na construção da identidade da marca alvo.

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Biografia do Autor

Olena Zhykharieva, National Academy of Fine Arts and Architecture

DrSc, Associate Professor, Department of Foreign Languages, National Academy of Fine Arts and Architecture, Ukraine

Nataliia Kravchenko, National University of Life and Environmental Sciences of Ukraine

Dr. habilitatus, Professor, Department of Romano-Germanic Languages and Translation, National University of Life and Environmental Sciences of Ukraine, Ukraine

Iryna Letunovska, Taras Shevchenko National University

Associate Professor at Taras Shevchenko National University of Kyiv, Ukraine. Candidate of Philology

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Publicado

2024-03-25

Como Citar

Zhykharieva, O., Kravchenko, N. ., & Letunovska, I. (2024). SEMIÓTICA DA PUBLICIDADE DA HARLEY-DAVIDSON ATRAVÉS DA ESTILÍSTICA E DA PRAGMÁTICA: O CONCEITO DE LIBERDADE NA CONSTRUÇÃO DA IDENTIDADE DO CONSUMIDOR ALVO. Revista Univap, 30(65). https://doi.org/10.18066/revistaunivap.v30i65.4526

Edição

Seção

Ciências Humanas