DIA DOS NAMORADOS: UMA ANÁLISE DIALÓGICA DO DISCURSO DAS PROPAGANDAS DE COSMÉTICOS DO O BOTICÁRIO E NATURA

Abstract

This research aims to analyze the Valentine's Day advertisements of two cosmetic companies - O Boticário and Natura - from the dialogical theory of discourse. More specifically, we seek to understand a) how gender construction in advertising takes place; b) Which concepts of affective relationships are conveyed in Boticario and Natura advertisements and, finally, to analyze dialogically how happens the process of interaction between advertising and target audience. Thus, we go from the hypothesis that the cosmetics companies selected in this research include the issue of homoaffectivity to have more target audiences, terms of consumption and a very current and pertinent discussion for contemporary society. In this sense, the referred research is justified by analyzing how this discourse is constituted and what are the possible effects of the senses of the same current theme. We opted for the case research, with deductive and qualitative analysis of the speeches in question. We base our research on Bakhtin (2009), Fiorin (2006), Sandman (2001), among others who promote reflections on a dialogical discourse analysis.