Speech of irony and the consumption of grotesque in advertising

Authors

  • João Anzanello Carrascoza Escola Superior de Propaganda e Marketing – ESPM e Universidade de São Paulo

DOI:

https://doi.org/10.11606/issn.2316-9125.v16i1p97-106

Keywords:

Publicity, rhetoric, irony, grotesque, habitus.

Abstract

Advertising experts make use of several rhetoric resources in disseminating products and services, as well as social causes and political campaigns. However, when they produce material designed to highlight their own work within their own industry – in other words, when the audience is their own peers – irony stands out, at times grotesquely, as a central figure. This illustrates not only a choice, but the fact that irony is now part of their professional habitus (Bourdieu). In this article, we discuss the style that lies behind the marketing specifically designed to reach advertising people by analyzing the scene (Maingueneau) displayed in promotional campaigns from different time periods: the 2005 awards from Clube de Criação de São Paulo and the 2010 presentation by promotional producer, Corporação Fantástica.

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Author Biography

  • João Anzanello Carrascoza, Escola Superior de Propaganda e Marketing – ESPM e Universidade de São Paulo
    Doutor e mestre em Ciências da Comunicação pela Escola de Comunicação e Artes da USP. Professor da ECA-USP e do Programa de Mestrado em Comunicação e Práticas de Consumo da Escola Superior de Propaganda e Marketing – ESPM.

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Published

2011-06-30

Issue

Vol. 16 No. 1 (2011): Meios públicos e alternativas para a democracia participativa

Section

Review

License

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How to Cite

Carrascoza, J. A. (2011). Speech of irony and the consumption of grotesque in advertising. Comunicação & Educação, 16(1), 97-106. https://doi.org/10.11606/issn.2316-9125.v16i1p97-106