Contracts for communication and discourse analysis: theoretical applied to persuasive statement of menswear

Abstract

The article presents some conceptual studies applied to the analysis of discourse, characterizing the fundamentals of research on the discourse of successful entrepreneur, business magazines Você SA and Exame, both Brazilian publications. Such magazines promise and guidance for young executives 'future businessmen', with recipes for success, including roadmaps to achieve professional apex as the conditions of contemporary consumption. It aims to cut the present the conceptual basis for the discourse analysis of persuasive advertisements menswear executive, present in prominent publications and other miscellaneous vehicles weekly newsletter dedicated to entertainment. The theoretical perspectives will approach the analysis of advertising to the concept of contract reporting by Patrick Charaudeau relationship between the reference frame assumed in the contract between the interlocutors of communication and the development of habits - proposed by Peirce - that lead to the fixation of belief. Such development will observe the operation of the indexical sign, analysis of the advertising message, addressed by Santaella. Building on this conceptual approach, the article will discuss the approach on one of the reasons that can manage the effectiveness of contract announcements, as the concept of cultural substance proposed by Baudrillard, and according to the logic of cultural products in the search for adequate performance, both in private life and in professional practice. As building visibility and interaction schemes, proposed by Prado, the article will focus on the relationship between people and products in thematizations guided by contracts for communication, and will refer to the search for the consumption of products that translate the successful man. Thus, the work will investigate possibilities of deconstruction and reconstruction of conflict between the feeling of 'being me' and 'be somebody', organized by John Freire Filho, as a result of the advertising message of the brand ARAMIS, "mens wear". Thus, it is expected that the test conceptual collaborate to group concepts needed to understand the possible semiotic value added through the transfer characteristics of menswear to achieve personal feelings and organize the construction of 'be someone', this way, we hope to demonstrate configuration culturally accepted as highlight of 'consumer be' the exaltation of belonging to a particular group of people. Such studies indicate in its final trajectory the effectiveness of advertising discourse, explaining some sociocultural relationships that act in the construction of discourses, especially those destined experiences of happiness, mainly by analyzing the signs of the ad.