Dialogism and discursive genre

This study aims to analyze print and audiovisual advertisements from the Bombril campaign in order to verify how the campaign's identity is constructed. Based on the hypothesis that the dialogue between this campaign and its target audience the historical and social context in which the pieces are produced and the social voices that give discursive materiality to this context constitute the identity of this advertising campaign we examine how this dialogue takes place. We use Bakhtinian discourse studies as our theoretical basis which choose dialogism as a key element of discursive analysis. To carry out these analyses we drew on among other considerations from Bakhtin's Circle those concerning the genre of discourse chronotope carnivalization and the production of meaning in a specific ideological context. We also drew on the concept of discursive ethos as proposed by Maingueneau in our analysis.