As vozes do mundo globalizado: língua, discurso e poder em propagandas comerciais

Abstract

The globalized world provides the appearance of new social, political and economic relations. These changes, many times, result in identity and cultural conflicts, which change the comprehension of unified concepts of language, nation and culture. In this context, the discourse genre advertisement is each time more present in the daily and adapted to the nowadays needs. In this way, It is possible to see the occurrence of these conflicts, from nation identity representation, also in the advertisements. In this way, the main goal of this research is to analyze the national identity representation in advertisements, in the context of globalization. For this, there was an association between sociolinguistics and critical discourse analyzes. Based on these perspectives, it was seen the use of linguistic, identity and cultural aspects, besides observing with which objectives the use of linguistic diversity and national identity happen and to evidence how the power relations are established from the use of this identities and from linguistic and cultural diversity. The analysis of national identity representation in the selected advertisement showed different views of the globalized world and power relations in a hierarchical structure between the presented national identities. These analyze help in the comprehension of some elements from nowadays society, making possible a critical comprehension of these advertisements. In this way, the present study wants to contribute with the discussion of some aspects related to advertisements as a genre that reflects the historical and social aspects related to the society and create social representations, as the ones related to language, to identity and to culture. Besides of this goal, this study wants to mature a theoretical discussion from the articulation between the used sheds, showing that nowadays the rigid division between knowledge areas are should not be so hard.