A produção e a atualização dos valores na publicidade contemporânea: um estudo comparativo das publicidades de calçados esportivos do final do século XX e início do século XXI

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dc.contributor.advisorBarros, Diana Luz Pessoa dept_BR
dc.contributor.advisor1Latteshttp://lattes.cnpq.br/4742321400577426por
dc.contributor.authorCoelho, Márciopt_BR
dc.creator.Latteshttp://lattes.cnpq.br/6952357192704107por
dc.date.accessioned2016-04-18T21:43:54Z
dc.date.accessioned2020-05-28T18:12:09Z
dc.date.available2011-01-31pt_BR
dc.date.available2020-05-28T18:12:09Z
dc.date.issued2010-04-10pt_BR
dc.description.abstractThis thesis aims at identifying and analyzing those values which are present in contemporary sports shoes advertising from the semiotic theory of the French-origin text perspective, showing how speech both reflects and updates these values in a dialogic relation with other texts in order to achieve its communicational ends. Given that the sports shoes market is one of the segments which have received significant investments in the development of new technologies during the three last decades of the 20th century and the first decade of the 21st century, this work examined the ads placed in the two most popular newsmagazines in Brazil. Throughout the analysis, it was verified what values were present in those ads, how they were communicated, and, comparing the two time periods researched, whether or not there was any alteration in those values and how they were advertised.eng
dc.description.sponsorshipInstituto Presbiteriano Mackenziept_BR
dc.formatapplication/pdfpor
dc.identifier.urihttp://dspace.mackenzie.br/handle/10899/25138
dc.languageporpor
dc.publisherUniversidade Presbiteriana Mackenziepor
dc.rightsAcesso Abertopor
dc.subjectsemióticapor
dc.subjectanálise do discursopor
dc.subjectpublicidadepor
dc.subjectvalorespor
dc.subjectsemioticseng
dc.subjectanalysis of speecheng
dc.subjectadvertisingeng
dc.subjectvalueseng
dc.subject.cnpqCNPQ::LINGUISTICA, LETRAS E ARTESpor
dc.titleA produção e a atualização dos valores na publicidade contemporânea: um estudo comparativo das publicidades de calçados esportivos do final do século XX e início do século XXIpor
dc.typeTesepor
local.contributor.board1Brito, Regina Helena Pires dept_BR
local.contributor.board1Latteshttp://lattes.cnpq.br/5720921133186299por
local.contributor.board2Bastos, Neusa Maria Oliveira Barbosapt_BR
local.contributor.board2Latteshttp://lattes.cnpq.br/6767627111553241por
local.contributor.board3Hernandes, Niltonpt_BR
local.contributor.board3Latteshttp://lattes.cnpq.br/2273777296364151por
local.contributor.board4Blikstein, Izidoropt_BR
local.contributor.board4Latteshttp://lattes.cnpq.br/1580889942435297por
local.publisher.countryBRpor
local.publisher.departmentLetraspor
local.publisher.initialsUPMpor
local.publisher.programLetraspor
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