Marcas intertextuais no discurso publicitário da aspirina: se é Bayer, é bom

Abstract

This dissertation intends to examine the intertextual marks present specifically on print ads in the segment of Bayer Aspirin. Bayer is present in Brazil since 1896, by winning high in the pharmaceutical, their Ads marked the history of Brazilian advertising. To deal with the intended aim, six pieces were selected among 40, 50, 90 and 2000, it was taken from magazines of major serving as Claudia, Manchete and Folha de São Paulo newspaper. This study is based on the Textual Linguistic, using the theory by Kristeva (1978), Koch (1986, 2000, 2006 e 2007), Fiorin (1999), Valente (1999) e Maingueneau (2004). It observed that the publicity plays of the Bayer was kept on the memory intellectual and photography of the medicines consumers because the mark threat about the daily subjects and, the same time, because its dialogues with the most important facts of the history.