Resumo

MALDAVSKY, David. Wishes and values in a television advertisement: A study of images, motion, sounds and speech with the David Liberman (DLA) algorithm. Subj. procesos cogn. [online]. 2014, vol.18, n.2, pp.122-153. ISSN 1852-7310.

The objective of this work consists of studying wishes and values in a television advertisement, in particular images, motion, sounds and speech. The sample is composed of the television commercials for a brand of food, Mamá Lucchetti, appearing since 2009 continuously. The instruments used are the David Liberman (DLA) algorithm, which allows to study wishes and values in the manifestations. In particular, here are applied the DLA-R (for the study of the narrations), the DLA-AH (for the study of the speech acts), the DLA-CF (for the study of the phonological components), the DLA-SV (for the study of the visual signs) and the DLA-M (for the study of the motion performances). The general procedure consists in first studying the wishes and values in the outstanding features of the advertisements regarding visual images and sounds, and then regarding motion, narrations and speech acts, in a singular advertisement. Then a categorization of the types of spots of the advertisement in terms of the themes displayed as well as the wishes and dominant values in each case will be considered. To conclude, an overview of the wishes and values manifested will be presented.

Palavras-chave : Wish; Value; Visual image; Motion performance; Television advertisement.

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