O carpe diem da sociedade de consumo contemporânea: uma análise a partir da Campanha 4G da Vivo
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2018-05-29
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Universidade Federal de Goiás
Resumo
The research analyzes how the senses of carpe diem are inserted in a message when the materiality
of latin expression, writing or speech, is not present. It is considered that, although the term does
not occur explicitly in the current media, its senses can be present because they were constructed
ideologically over the years. Coined by the poet Horace in the first century b. C, the carpe diem
principle exhorts us to live the today because of the brevity of life. In this way, the two guiding
elements of the research are chosen in the search for the updated senses of carpe diem, both related
to temporality: ephemerality of life and enjoyment of the present. The meanings of the Horace’s
precept can be perceived in various media, serving, over the years, for different purposes. In
contemporary society, denominated of Hypermodernity by the philosopher Gilles Lipovetsky, it is
perceived that the Horace’s themes are mediated by the consumption. It is possible to analyze the
theme by illustrating its use through publicity videos with the aid of Discourse Analysis, especially
from the perspective of Brazilian researcher Eni P. Orlandi, with contributions by authors Rosalind
Gill, Dominique Maingueneau. The publicity film images are discussed together with the text,
according to the concepts of Gillian Rose. Thus, using mainly the example of Campaign 4G of the
Vivo company of telephony, it which have the presence of the guiding axes of the Horace’s theme
(brevity and enjoyment) in the slogan and images, this analyses looks to understand how the
principle of carpe diem, which dates back to antiquity, is updated in contemporary times by the
consumer society and how this can be perceived in Vivo's message. Inserted in the context of the
consumer society, the carpe diem is determined by consumerism, immediacy and speed of time as
a value. In this sense, the contemporary carpe diem is defined by a paradoxical temporality
established by a valuation of the present time, which at the same time deals with the future and the
past, balancing between ephemerality and duration.
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MENEZES, F. V. O carpe diem da sociedade de consumo contemporânea: uma análise a partir da Campanha 4G da Vivo. 2018. 229 f. Dissertação (Mestrado em Comunicação) - Universidade Federal de Goiás, Goiânia, 2018.