"Imagine the party": Brahma’s advertising and the parody that creates a new meaning

Authors

  • Camila de Araújo Beraldo Ludovice PhD in Linquistic and Portuguese Language, Unesp, Araraquara; Master's in Linguistics, Universidade de Franca, São Paulo, Brazil.
  • Layd Glauce Fontanezi Nogueira Degree in Letters, Universidade de Franca, São Paulo, Brasil.

DOI:

https://doi.org/10.11606/issn.2525-3123.gis.2018.142188

Keywords:

Dialogism, Parody, Advertising, Networking and social media

Abstract

This work aims to analyze the discussions and dialogical relations between the parody and Brahma’s advertisement, which referred to the 2014 World Cup hosted in Brazil. The dynamics that organizes society can only be understood with a close look towards the connections between advertising, media and consumption, once it is constantly impregnating the urban life’s content. Therefore, inspired by the TV commercial, the parody, that achieved huge success among Internet users who access networks and social media, is able to present a new point of view regarding the same theme. Thereby, this paper aims to discuss the importance of these two resources to the constitution of meanings, since dialogism enables the inclusion of other existing ideologies and, along with the parody, it is possible to conclude that the meaning is different from the original, but the parodied content is always appreciated and perpetuated.

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Author Biographies

  • Camila de Araújo Beraldo Ludovice, PhD in Linquistic and Portuguese Language, Unesp, Araraquara; Master's in Linguistics, Universidade de Franca, São Paulo, Brazil.

    Holds a degree in Letters-Enablement in Portuguese and English from the University of Franca (Unifran), has a Master's Degree in Linguistics and a PhD in Linguistics and Portuguese Language from FCLAR - Unesp (Araraquara). She is currently a permanent lecturer at the Postgraduate Program in Linguistics (Master's) at the University of Franca and professor of the Literature course. Areas of work and knowledge: Linguistics, Bakhtinian Studies, Discourse Analysis, Semiotics, Language and Latin Literature.

  • Layd Glauce Fontanezi Nogueira, Degree in Letters, Universidade de Franca, São Paulo, Brasil.
    Has a degree in Letters - Qualification in Portuguese and English; Bachelor of Business Administration and Specialization in Linguistic and Literary Studies from the University of Franca (Unifran). She is currently a state school teacher; languages and technical courses - CTEC of the University of Franca. Has experience in the area of Letters, Linguistics and Communication.

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Published

2018-07-23

Issue

Vol. 3 No. 1 (2018)

Section

Articles

License

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How to Cite

Ludovice, Camila de Araújo Beraldo, and Layd Glauce Fontanezi Nogueira. 2018. “‘Imagine the party’: Brahma’s Advertising and the Parody That Creates a New Meaning”. GIS - Gesture, Image and Sound - Anthropology Journal 3 (1). https://doi.org/10.11606/issn.2525-3123.gis.2018.142188.