“The Coke side of life”: a semiolinguistic analysis of a “desencannes” advertisement

Abstract

The present work aims to analyze fictional pieces of advertisement created by the humour website Desencannes in order to unravel the linguistic discursive strategies used to take part in the uttered scene by the Desencannes subjects to make their readers accomplices of what was said. Therefore, we will resort to some concepts of the Semiolinguistic Theory of Discourse Analysis coined by Patrick Charaudeau such as Communication Contract and Discursive Targeted and the concept of Pathos, recovered from the aristotelian tradition, because as desencannada advertisement intends to cause some pathetic reaction in its reader. In addition, we use some studies related to canonical advertising, proposed by Monnerat (2013, 2003), Carvalho (1996) and Pinto (1997) with the purpose of demonstrating the mimetized advertising strategies in the Desencannes speech and, on the other hand, show the ones called into question in this process. Therefore, as the speech analysis goes on, it is possible to notice that the corpus here comes to a unique text, once it deconstructs the universe of seriousness of the canonical advertisement because it breaks paradigms, common places and establishes a new way of making humour via advertising.