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Análise de Discurso Crítica da publicidade

sive productions by anticipation. They are related to competitors virtual advertising strategies which are not yet produced but are classified as potentially threatening and abusive . In spite of its reactive or projective nature, the aggressive advertising can be classified as a ‘dyphonic’ discourse with two different configurations: polemic or parody. The distinctions in this class are exclusively related to the ways in which the abusive discourse of the competitor is appropriated. It can be totally appropriated even though this appropriation is closely linked with a decharacterisation procedure (advertising parody) or it can be partially appropriated (advertising polemics). Adding to Mikhaïl Bakhtine’s investigations, I also used some Raul Rodriguez and Gérard Genette’s studies about intertextuality to describe with higher precision the nature of the dialogism which configures the aggressive advertising. I conclude that this commercial discourse is connected with metatextual modalities which can have a material or a structural configuration. This dichotomy is closely linked to the way in which the competitor entity is explicitly identified in the advertising ad. Advertising polemics and parodies are associated with an antagonic commercial discursive context. I tried to identify it with some of Austin’s concepts, specially the ones related to the conditions of success of the performative acts. I concluded that the advertising fights were connected with the disobedience to all the ‘T rules’. There are norms connected with the existence and adoption of certain thoughts, feelings and behaviours which always underlie the performance of certain commercial speech acts. This means that the advertising fights have a strong connection to a context of negative discursive reactions among the supposed sincerity that underlies certain ad productions which are classified as abusive. The difference between polemic and parody is linked with the way how brands evaluates the nature of this abuse, because it can be classified as being unintentional or totally malicious. In the advertising polemics the abuse is evaluated as being non voluntary. However, the advertising parodies are associated with a context in which the brand interprets the real or virtual ad of the competitor as voluntarily abusive and as the result of commercial malice against which it is necessary and urgent to fight.

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