O anúncio publicitário na esfera das hipermidias digitais no contexto hipermoderno.

Abstract

We live today in the age of technology, where we are exposed at all times to countless information that reach us through mobile communication devices, such as smartphones, and we use these devices for practically all our actions, many changes have occurred and continue to occur in the current society, the ways of communicating and living have been updated, the ways and means by which the texts are realized are different, and from this arise the questions that directed us to this research, the present work is dedicated to investigating how the discursive materiality of the advertisement genre in the context of the digital age refracts the socio-historical reality of hypermodern times, the path traced to guide us towards this general objective of the research, consists of the following specific objectives: to explain the textual/discursive genre and its hypermodernities ; present the advertisement genre, its characteristics and properties in the sphere of hyperliteracies; reflect on the relevance of hyperliteracies in their socio-historical-cultural context. Theorists who contributed to the results of this research Bakhtin (2016); Bauman (2017); Koch and Elias (2016); Lipovetsky (2004); Marcuschi (2008, 2010); Navarro (2017); Rojo and Barbosa (2015); Rojo and Moura (2019). This work is based on research of a bibliographical nature, bearing in mind that it used already published materials; of a descriptive-interpretative nature, and of a qualitative approach. Our results achieved through the analysis showed that the two examples of advertisements, both from the O Boticário brand, reverberate the philosophy of hypermodern times, both for their configuration with regard to compositional form and style, and for the thematic content, because love (theme of the advertising campaign of the advertisements) and affective relationships undergo changes as significant as those of textual/discursive genres. The analyzed texts are developed in such a way that it is possible to highlight the multimodalities in the production of meaning, music, sound, image, video, verbal language (written and oral), non-verbal languages (gestures and expressions) etc. The theme of the advertisements corresponds and is related to the philosophy of modern times, with regard to contemporary affective relationships (the representation of modern love), and its multiple ways of manifesting and being represented.