Análise de aspectos sociolinguísticos em propagandas comerciais.

Abstract

The objective of the present work is to verify how publicity uses sociocultural aspects of the German language as a means of persuasion and/or identification between the advertiser and the prospective consumer regarding the advertised product. In order to do so, we chose to carry out a research based on the theoretical and methodological presuppositions of sociolinguistics, of an ethnographical nature. The corpus of the research comprises six advertisements, interviews with German descendants and texts composed by 5th-grade students. Regarding the advertisements, we chose four from the car manufacturer Volkswagen (Golf G4, É Nóis, Rigorosos e Contrário), and two from Casa Leonhardt, one in the city of Marechal Cândido Rondon and the other in the city of Palotina. After a previous analysis of the advertisements, which revealed sociolinguistic traces of the German language, they were presented to the informer, so that they could show their reception and evaluation of the advertisements. The informers were selected in the city of Marechal Cândido Rondon, in which descendants of German immigrants settled, and in the district of Santa Rita D Oeste Terra Roxa, which, besides presenting a considerable number of German speakers, is where the Casa Leonardt head office is located. In the interviews, beside the advertisements, questions regarding identity, beliefs and attitudes, and preservation of the German language and culture, were discussed, as well as the public policies needed for this preservation and, eventually, the teaching of Portuguese and German. The last subject of the corpus was related to the analysis of texts composed by students, in which they reveal the linguistic transferences from German to Portuguese. This analysis had in mind a teaching proposal in this context of language contact. Among other results, obtained through interviews, we found out that most informants approve the use of the German language in commercial advertisements. They also acknowledge that this kind of language attracts the attention of the public more efficiently than the traditional monolingual advertisements, thus acting as a means to persuade the potential buyer.