ANALYSIS OF DISCOURSE PRACTICE PRESENT IN PUBLICITY "COCA-COLA 125 YEARS"

Abstract

This study aims to analyze the ideology underlying the advertisement of “Coca-Cola 125 years”, investigating the concepts of discourse postulates by Maingueneau (2004) and Charaudeau (2006). This specific corpus analysis, speech of the advertisements, featured in the video and aired on TV in early 2011, we consider aspects of verbal and non-verbal codes of messages and music. We can say that advertising study aims to provoke or change attitudes and behaviors. Moreover, the social visions they see here the happiness that advertising launches as a symbolic cultural product finished and ready to be consumed, as if the image of Coca-Cola were planted in our subconscious so naturalized.