O discurso publicitário regional: uma análise das referências de gauchismo em anúncios veiculados no Rio Grande do Sul

Abstract

This work aims to understand how the identity construction of the gaucho on a set of commercials is, aired on television in the state of Rio Grande do Sul, and recognize what the strategies that govern these productions are. Drawing on the basis of the identity of the gaucho, a niche market in adverstising has been created in which the condition of being gaucho is explored, their lifestyle, their daily life, traditions and peculiarities. So, advertising has used these facets strategically, with the intention of approaching generate empathy and interest in the public, seeking more attention and space in the consumer market. To develop research, a literature about regional identity and advertising was made and subsequently sought to develop a methodology which would allow the examination of the proposed research issues. This methodology articulates contributions from a post‐structuralist semiotics of nature, supported here by the concepts of Patrick Charaudeau. Eight regional issue ads according to the proposed methodology were analyzed and, after examination, their results have been crossed in order to understand this identity construction. The results showed the main strategies that govern these productions. Among them, it was observed mainly the recursive use of make‐believe in the discursive production, which seeks to make the viewer believe that the gaucho is built by the advertisement, with all their values and attributes. In conclusion, it is emphasized that the commercials in regional character organize the gaucho identity construction through communication contracts that consider, in the instance of production, values and characteristics of very sedimented riograndense culture ‐ especially being a state with characteristics and "special" people – and meanwhile consider, in the reception instance, a guy who recognizes this place, with all these features.