A construção de sentidos em anúncios no jornal O Parahybano

Abstract

This paper presents the results of the study on the construction of meaning in drug advertisements found in the O Parahybano newspaper, 1892. It is assumed that every statement in the construction of meaning, is influenced and formed by elements such as structure, content, style, and outside factors such as context, not only in production as in reception of meaning. As a general goal, we tried to analyze a corpus of advertisements relating to drugs taken from the newspaper The Parahybano the year 1892 with a view to understanding the formation/production of meaning in the advertisement genre. To this end, we sought the Theory of Enunciation inspired in the studies developed by Bakhtin and other theorists who follow this perspective, as Barros (2001), Brait (2005), Flowers and Teixeira (2000) and Marcuschi (2003). Other authors were fundamental to the work on the historical contextualization of the newspaper as a vehicle for communication and support, as Nicholas (2009), Martins (1978), Araújo (1986), Gonzales (2003) Chartier (1999a and 1999b), Barbosa (2007 and 2010) among others. The methodology applied in this study consisted in the selection of the corpus - comprising nine drug ads, published in The Journal Parahybano, 1892 -, followed by literature review, in order to make an analysis by a multitheorical approach from the dialectical, inductive and bibliographic and documental research methods. It was observed that the advertisement genre here presented reveals how he aimed to circulate information or promote the sale of products or services in the nineteenth century. Still, it was found that the ad is characterized as a genre by having a relatively stable form as concrete statement and that the question of the meaning/theme of the thematic content, along with the compositional construction and style, marked by the nuances of being a specific human activity in the social-verbal sphere, both characterize and define the discursive genre as they are fundamental of meaning of [re] construction to the process.