Intertextualidade e sentido em anúncios publicitários

Abstract

This research aims are analyzing the intertextuality in advertisement. In order to accomplish this objective, we selected a corpus that consist of eight announcements published on Veja magazine between May/2007 and December/2008, and we proceeded the analyze based on studies about the text in socio cognitive and interactional perspective, under the vision of Beaugrande (1997), Costa Val (2002), Koch e Elias (2006), e Koch, Bentes e Cavalcante (2007); and the intertextuality according to Bakhtin (2000), Kristeva (1974), Maingueneau (1998), Koch, Bentes e Cavalcante (2007) and the propaganda code , as in Quesnel (1974), Lagneau (1974), Verón (1980), Carvalho (2000), Sandmann (2001), Iasbeck (2002), Sant Anna (2002), Vestergaard & Schroeder (2004) and Abreu (2005) studies. The results evidenced that the inter textuality in the advertisements appears in an explicit or implicit way, however, in both cases, the one who advertises hope that the reader/consumer identifies the intertext and realizes the effect sense caused by the re-textualising