Discursos e sentidos: simulacros e silenciamentos presentes no discurso publicitário

Abstract

This article reflects on the simulacrum and silencing present in the advertising discourse. Specifically, we are dealing with an advertisement by Vivo Telefônica Company. Companies in this field frequently invest in campaigns to encourage their target audience to consume devices, as well as data/telephone packages. But Vivo Telefônica's “time for everything” advertising campaign presents a different proposal than what is expected: disconnect. This advertising consists of several videos, which have been broadcast on the internet and also on TV. The advertisement named “Casal”, published in 2018, is our object of analysis in this study. To carry out this work, we used the Pecheutian French Discourse Analysis as a theoretical framework. Thus, we seek to analyze the discursive marks of this materiality, identifying the Subject of this discourse, its conditions of production, the ideological formation in which the discourse is inscribed and the meaning effects that emerge from it. Our findings point to a discursive simulacrum in the campaign, as the primary objective of the current mode of production, in which the sale of telephony services is subsumed, is profit and not people's health, as Vivo's advertising campaign makes it seem.