Discurso publicitário: as cenas de enunciação em propagandas da marca coca-cola e seus efeitos de sentido.

Abstract

This article aims to analyze, from the perspective of Discourse Analysis, advertisements of the brand Coca-Cola, in order to verify how the effects of meaning are engendered in three advertisements of this brand, The Coca Cola Company, which furnishes most of the food products (soft drinks and juices) in Brazil. For this analysis, the methodology used was Discourse Analysis, specifically the concepts of enunciation scenes developed by Dominique Maingueneau. These are: encompassing scene refers to the type of discourse; generic scene is related to the speech genre; scenography is related to what the reader sees, that is it, the staging that takes place from the encompassing and generic scenes; and ethos is related to the impression that the speaker goes beyond himself. As it is a famous brand, the advertisements have a large circulation, thus reaching many viewers, thus making the discursive analysis of its advertisements relevant.