Futebol, paz e guerra: Sentidos dissonantes nos discursos de duas peças publicitárias no ano da Copa 2010

Abstract

The purpose of this article was to examine two advertisements that circulated on Brazilian television in the pre-World Cup 2010, seeking to identify the discursive strategies and understand the cultural and ideological discourses that anchored such. The analysis was developed based on discourse analysis and semiology. Among the main results, we emphasize that: one of the commercials uses the discourse of sport as an element capable of promoting peace, even between two people in cultural conflict; the other uses the metaphor of war, both in sport and in life, for the achievement of victory. Soccer would be the cultural and ideological element able to mobilize these dissonant meanings.