Resistance to the advertising narrative: For a discursive dialogic rule

Abstract

In this text we contemplate the discursive operation in advertising starting from the consuming public’s resistance, in a maladjustment movement to the rules of the advertising game. The objective is to examine the experienced reconfigurations for the publicity in the theoretical perspective of cyberadvertising. The built reasonings are found in bibliographical, documental and empiric research; the last one operated by the dialogue with publicity professionals. Adopting the Analysis of Speech of French line, of Pêcheux orientation, as our basis, we thought the resistance speech as a logic of the inversion and of discursive effects of displacement, diverting the sense in a certain direction, in agreement with the socket of the position of the subjects. Thus, we observed that the reply to the dominant discursive formation relative to the publicity partially breaks up with the circle of repetition, resulting in the redetermination of advertising enunciations and, for the extension, in the haste for revision and reconfiguration in the process of production of the advertising speech.

Keywords: advertising speech, resistance speech, interaction.