Publicidade translocal e a construção de memórias de temporalidades: estudo a partir de anúncios veiculados no contexto da Segunda Guerra, no Rio Grande do Norte (1942-1945)

Abstract

The media has become increasingly relevant in shaping memories in society. And advertising, constitutive of the media system, triggers these memories in the structuring of their narratives and puts into circulation ways of interpreting human practices in their times. In this context, this investigation has the general objective of elucidating how the marks of temporality and memory of events and the corresponding social practices of a historical period are expressed as an advertising narrative. This research is of interest to the field of communication studies as it envisages possibilities of reinterpreting communicational processes immersed in another temporality. It is based on the interlocutors who debate the ideas of place and territorialization and their insertion in the context of communication, from which the notion of translocal advertising is proposed. It is based on authors who discuss the relationship between media communication and the fields of time, event and memory, in order to situate the participation of narratives and social practices of advertising in the production of these dimensions - from which it is suggested the notion of advertising event. Empirically, we observe the advertising production printed in the newspaper A República, published in the context of the Second World War (from 1942 to 1945, specifically) in Natal, Rio Grande do Norte (Brazil). It starts with a sampling of 681 printed advertising units (UPIs) that are submitted to a descriptive-interpretive analytical treatment, based on a specific coding framework, based on the methodological process of content analysis. The analysis is divided into two parts: the first (content plan) with a predominantly quantitative approach and encompassing all UPIs; the second (expression and layout plans), more qualitative and applied to the 142 UPIs linked to the war context. As for the quantitative focus, the results confirm that the context of the war had less impact on advertising messages compared to the total number aired in the period, considering that there was no developed advertising communication structure in Rio Grande do Norte; that the association with the war event is a characteristic present mainly in the advertisements of international companies, reinforcing an external view of the conflict. As for the qualitative, it appears that the deductive mechanisms of representation of human relations and practices emerge in the advertising message as symbolic resources accessible to the context of consumer reception; that link between advertising and ideology is structured as a narrative, associating foreign war values and people's cultural and consumption habits in messages. These aspects help support the thesis that advertising can be a participant and builder of a certain historical dimension, enabling and mobilizing memories and an expression of transformations and permanence in human relationships and practices.