Sobre palavras que vendem coisas: o glossário do risco em anúncios de revistas.

Abstract

On words that sell things:risk glossaries in media advertisements. The aim of this research was to understand how the discursive traditions (risk-danger, risk-probability and risk-adventure), is used to sell products in advertisements published in magazines sold on newsstands. With this objective, we consider advertisements as genres of discourse that circulate materialities (everyday artifacts) that can be commercialized (in the form of symbolic goods) and that are necessarily addressed to specific audiences. A sample of 101 magazines was defined based on the categories used by the Media Yearbook - Magazines. The analysis took into account the words used in the advertisements, the product category and the magazine's theme. It is concluded that, although risks sell products, it is more about controlling potential risks than about advocating risk. Even when products are associated with risk-adventure, they actually sell. emotions associated with the experience of risk that are supported by a diversity of security strategies.