Dialogismo e intertextualidade na publicidade: como discurso do outro é utilizado na construção do discurso publicitário de oportunidade

Abstract

This work consists of an analysis of how dialogism and intertextuality are used in the construction of occasion advertising to produce parts that identify cause and empathy in the reader. To do so, through a literature search (books and specialized sites), this paper analyzes the entire creative process of an occasion advertising, which are pieces that dialogue with external facts, which are widely known in the audience from the moment the emergence of the idea to the finished part placement in the media. This survey will support the main objective for this work: to analyze how dialogism is used in the construction of the discourse of occasion advertising. For this analysis, will be performed a literature search of major authors who talk about dialogism, polyphony and intertextuality, and then study these concepts applied in advertising and occasion advertising. Finally, we analyze two pieces of occasion that made use of these resources.