Between the accelerator and the brake: the car driver in the discourse of Advertising

Meneguin, Ana Marusia Pinheiro Lima

doi:10.1590/1809-5844201617

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• Intercom, Rev. Bras. Ciênc. Comun. 39 (1) • Jan-Apr 2016 • https://doi.org/10.1590/1809-5844201617 copy

Between the accelerator and the brake: the car driver in the discourse of Advertising^* * The author thanks Pedro A. de Araújo Lima, Fernando B. Meneguin and Russell Jerves for their constructive comments on earlier versions of this paper. Remaining errors are responsibility of the author.

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Abstract

This paper aims to identify the recurrent elements in the discourse of Advertising in the composition of the imagery on road traffic, highlighting the car driver as the preferential addressee, in both commercial and social campaigns. With the theoretical and methodological support of the French Discourse Analysis, it compares several advertisements aired from 1990. The meaning-effects are evidenced to the extent that it turn into questionable the choice of the approach and the very Advertising as instrument for change in behavior, in a country where the car, more than an object of desire of individuals, is an object of desire of the State. At the end, some perspectives on road traffic safety are presented.

Keywords
Advertising; Social Issue Adverstising; Road Traffic; Discourse Analysis; Imaginary

Them		Us
In marketing, the brand gives, to the		Most of the time, social issue campaigns for
addressee, access to a fantastic world: YOU		traffic safety generalize and label the viewer
CAN BE LIKE THIS:		- you ARE like this; see what will happen to you:
•	Fast	•	Reprehensible
•	Center of attention	•	Execrable
•	Winner	•	Limited
•	Invincible	•	Dead
•	Lord of time	•	Animal
•	Slack	•	Assassin
•	Secure	•	Relative or friend of a victim
•	Teaser	•	Fragile
•	Necessary	•	Criminal
•	Respectable	•	Harmful
•	Admirable
•	Sociable

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E-mail: intercom@usp.br

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[1] Ana Marusia Pinheiro Lima Meneguin

Student in the Doctoral Program in Political Science at Universidade de Brasilia (UnB). Researcher in the Center for Training, Education and Improvement (Cefor) of the Chamber of Deputies of Brazil. Master of Arts in Communication at UnB. Architect and urbanist by UnB. Bachelor of Arts in Communication - Advertising at Centro de Ensino Unificado de Brasília (UniCeub). Legislative analyst at the Chamber of Deputies of Brazil. Acted as a professor of Communication at UniCeub. Author of the book Duas faces da publicidade: campanhas sociais e mercadológicas (Annablume, 2009) (Two faces of Advertising: Social and Commercial Marketing campaigns, published only in Brazil). Email: anamarusia@hotmail.com

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Between the accelerator and the brake: the car driver in the discourse of Advertising* * The author thanks Pedro A. de Araújo Lima, Fernando B. Meneguin and Russell Jerves for their constructive comments on earlier versions of this paper. Remaining errors are responsibility of the author.

Abstract

Between the accelerator and the brake: the car driver in the discourse of Advertising^* * The author thanks Pedro A. de Araújo Lima, Fernando B. Meneguin and Russell Jerves for their constructive comments on earlier versions of this paper. Remaining errors are responsibility of the author.