Linguagem e produção de sentidos na mídia de ambiente/mídia indoor

Abstract

Advertising is a part of our everyday life. There are countless advertising texts around us - from print ads in newspapers and magazines, to TV commercials and billboards - which, besides exerting their commercial function, are also examples of the various uses of language. In pursuit of constant attention, advertising gets closer and closer to the consumer, "invading" some spaces that, some time ago, where not considered for exhibiting any type of advertising, such as leisure spaces, pubs, restaurants, gyms and even restrooms. In that sense, advertising today can be found not only on the streets, publications or TV shows, but also in indoor spaces, where potential consumers are - a phenomenon that has been called indoor media, among other definitions. From the perception that there is an increasing creation of new spaces where advertising can be placed, which are different from what is traditionally known, we work with the hypothesis that this new form of media not only creates more "places" for ads to be published, but that it also allows new relations in the production of meaning. Therefore, the range of elements that are called for on textual coherence expands itself. Physical space cannot be seen as a mere component of the textual production conditions anymore, as if it were a frame to texts, since it becomes, on the type of ads we have selected, a constituent and an essential element for the construction of meaning. Based on text theories, our main goal is to show how the production context participates on the construction of meaning for some advertising texts, contributing to consumer persuasion. For that matter, we have conducted the description and analysis of a few advertising pieces, in which circumstantial context dependency relations can be found. We have also sought to identify the socio-historical conditions which have allowed the creation and evolution of this new media category, aiming to characterize their components and demonstrate the strong relationship, on those pieces, of the ambiance of exposure and the textual construction of meaning.