Anúncio publicitário em Português e Espanhol: simiralidades

Abstract

In this article, we show the analytical reading of two samples of the genre advertising. We bear in mind the concept of syncretism proposed by Hjelmslev (apud SILVA, 1985) and Teixeira (2003, 2004, 2007), so that we make a theoretical frame of semioticists that study advertising, specifically Discini (2005), Oliveira & Landowski (2003) and Landowski (2002). Following up, we analyse the adverts, one published in Claudia magazine, addressed to Brazilian women, and another one published in Cosmopolitan en español, addressed to the latin women who live in USA, aiming to compare them by highlighting their convergences. After these analyses, we conclude that, in the relationship enunciator, enunciatee and object, a seduction game is created so that the enunciator/consumers recognise him/herself in the image created by the enunciator/advertising company through the object/advert-product, and unstoppably desires to reach the values attributed to the object. We also verify that the adverts mirror stereotyped ideas about women concerning aesthetical matters.