DISCURSIVE-ENUNCIATIVE MARKS IN ADVERTISING WITH CHILDREN IN THE FOLHA DE SÃO PAULO NEWSPAPER

Abstract

This study deals with linguistic-discursive aspects present in advertisements of the Folha de São Paulo newspaper, with the ultimate goal of analyzing the discursive-enunciative marks in advertisements that feature children from a time frame. The theoretical perspective adopted is based on the Semiolinguistic Theory of Discourse by Patrick Charaudeau (2008) and on contributions from theorists such as Mainguenau (2004), Montigneaux (2003), Costa (2010), among others who helped us understand the advertising text as an enunciative activity and in reflection on the use of images of children in this type of text. The corpus of this qualitative and interpretative research consists of four advertisements selected from a historical perspective, with reference to the 1930s, 1950s, 1970s and 2000s, in which children appear, so that it was possible to observe the behavior of language subjects in the context of advertising enunciation over the selected period. The research demonstrated the constant presence of infants in newspaper advertisements over the decades, however, such presence is reconfigured in the enunciative scene as a result of the historical-social dynamics that provokes changes that go beyond the visual aspects, but also in the way the subject enunciator manifests itself in verbal interaction.