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Arquiteturas semânticas multimodais do hip-hop na publicidade : análise comparada e internacional de estudos de caso
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A presente dissertação envereda pela análise das arquiteturas semânticas do hip-hop na publicidade, de modo a revelar o motivo e como o hip-hop se torna um elemento cada vez mais presente na publicidade corrente, à luz da linguística cognitiva.
Após caracterização das relações entrelaçadas entre a cultura hip-hop e o marketing mainstream, a nossa análise recorre às abordagens cognitivas multimodais de diversos autores, tendo por objetivo desconstruir, de uma perspetiva intercultural, as imagens metafóricas e metonímicas de dez anúncios publicitários que assumem o hip-hop em cinco regiões/países.
Assim sendo, sob o paradigma cognitivo, foram descobertas caraterísticas e distinções culturalmente específicas dos mapeamentos metafóricos e metonímicos com hip-hop na publicidade; ainda, foi apurado o motivo intrínseco comum do aparecimento de anúncios publicitários na forma de canção de hip-hop, apesar de as apresentações com hip-hop tenderem a ser distintas, de acordo com as diferenças dos tipos de produtos.
The present dissertation deals with the analysis of semantic architectures with hip-hop in advertising, in order to reveal why and how hip-hop becomes a common factor in current advertising in the light of cognitive linguistics. The characterization of the intertwined relationships between hip-hop culture and mainstream marketing is followed by our analysis, which adopts the cognitive multimodal approaches of several authors, aiming to deconstruct, from an intercultural perspective, the metaphorical and metonymic images of ten commercials in the form of hip-hop song from five regions / countries. Therefore, under the cognitive paradigm, culturally specific characteristics and distinctions of metaphorical and metonymic mappings with hip-hop were discovered in advertising; also, the common intrinsic reason for the appearance of commercials in the form of hip-hop song was revealed, despite hip-hop presentations tend to be distinct according to differences in product types.
The present dissertation deals with the analysis of semantic architectures with hip-hop in advertising, in order to reveal why and how hip-hop becomes a common factor in current advertising in the light of cognitive linguistics. The characterization of the intertwined relationships between hip-hop culture and mainstream marketing is followed by our analysis, which adopts the cognitive multimodal approaches of several authors, aiming to deconstruct, from an intercultural perspective, the metaphorical and metonymic images of ten commercials in the form of hip-hop song from five regions / countries. Therefore, under the cognitive paradigm, culturally specific characteristics and distinctions of metaphorical and metonymic mappings with hip-hop were discovered in advertising; also, the common intrinsic reason for the appearance of commercials in the form of hip-hop song was revealed, despite hip-hop presentations tend to be distinct according to differences in product types.