O eufemismo imagético na área da saúde: uma análise do discurso publicitário

Abstract

The use of animation by Advertising was the initial theme for this research, however, after analyzing over 60 advertisements of this type, healthcare was identified as a recurring content. Furthermore, it was observed the application of euphemism in an imagery way, through nonverbal language. Therefore, the imagery euphemism in healthcare advertising became the object of this study. To understand the advertising discourse in this context, a Brazilian sociohistorical analysis was conducted on advertising in the healthcare area, its regulations, and the use of animation in Brazil, pointing out its relationship with contemporary times. About animation, besides the historical rescue, and through content analysis proposed by Bardin, animated advertising was classified regarding the technique and the content covered inspired by Rita Seabra's studies, and the predominant characteristics of healthcare were pointed out through various examples. In addition, the concepts of healthcare and euphemism were explored, contextualizing them to advertise. A methodology was developed to analyze the advertising discourse in which included non-verbal language as the focus, and were applied to these three animated advertising films in the health field: “A Hora de Lembrar” (2017), “Vencer o câncer é mais fácil quando se está cercado de amor ”(2018), and“ É gripe? Benegrip”(2019). The analysis contemplated the sociolinguistic ritual from the advertising scenario by Soulages, Souza and Orlandi’s imagery perspective, as well as the work developed by Salgado, hence contributing to the definition of the investigative criteria. In the end, the use of imagery euphemism by animated advertising in healthcare was proven, as well as the criteria for analyzing imagery euphemism for future researches.