English (United Kingdom)

https://curated-unify.zendy.io/wp-json/zendy-region/v1/featured_content/oa?rat=en

https://curated-unify.zendy.io/wp-json/zendy-region/v1/highlighted_journal/

Global: Zendy Plus annual

Presents the access of premium content as premium feature

Premium Content

Presents the keyphrase highlighting as premium feature

Keyphrase Highlighting

Presents the summarisation as premium feature

Summarisation

Insights

Presents the pdf analysis as premium feature

PDF Analysis

Presents the zaia usage as premium feature

ZAIA

Global: Zendy Tools annual

Global: Zendy Free Plan

Global: Zendy Tools monthly

Global: Zendy Plus monthly

Este artigo propoe uma leitura de um anuncio publicitario do Banco Itau para venda de seguro de vida, com base na analise dialogica do discurso (ADD). Mobilizando conceitos como dialogismo e generos discursivos, observa-se como ocorre a producao de sentidos. O anuncio retoma aspectos do sistema patriarcal, em que o homem deve prover a prole e o faz, sobretudo, pelo vies financeiro. A analise revela o quanto aquilo que e dito organiza-se em funcao do Outro, que integra o discurso em seu âmago. PALAVRAS-CHAVE: Analise dialogica do discurso. Dialogismo. Anuncio publicitario. Abstract This article proposes a reading of an advertisement from Banco Itau to sell life insurance, based on dialogic discourse analysis (DDA). Mobilizing concepts such as dialogism and discourse genres, it is observed how production of meaning occurs. The advertisement incorporates aspects of the patriarchal system, in which man must support his offspring, especially financially. The analysis shows how what is said is organized according to the Other, which integrates the speech at its core. KEYWORDS: Dialogic discourse analysis. Dialogism. Advertisement.

DINHEIRO E CASAMENTO: UMA UNIÃO SEGURA? PROPOSTA DE ANÁLISE DISCURSIVA DE ANÚNCIO PUBLICITÁRIO