A dinâmica interacional entre os regimes de programação e de manipulação no filme publicitário de Protex
Keywords:
Filme publicitário. Estrutura narrativa. Regimes de sentido, interação e risco.Abstract
Under the theoretical foundation of the discursive semiotics developed around A. J. Greimas and the unfolding of E. Landowski's sociosemiotics, this article examines the construction of meaning in the Protex brand advertising film, broadcast on the digital social network Instagram. The objective is to analyze the mechanisms of production of meaning through the articulation between the regimes of meaning, interaction and risk that are dynamically interwoven in the narrative structure of that ad.
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References
GREIMAS, A. J. Semiótica do discurso científico e Da modalidade. Trad. Cidmar Teodoro Pais. São Paulo: Difel, 1976.
LANDOWSKI, E. Interações arriscadas. Trad. Luiza Helena Oliveira da Silva. São Paulo: Estação das Letras e Cores, 2014.
_________. Sociossemiótica: uma teoria geral do sentido. Galáxia, São Paulo, Online, n. 27, p. 10-20, 2014.b.
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