文章基本信息

标题：Johnnie Walker's advertising and the construction of male identities in late modernity
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作者：Ana Paula Flores
期刊名称：Fórum Linguístico
印刷版ISSN：1984-8412
出版年度：2020
卷号：17
期号：1
页码：4519-4541
DOI：10.5007/1984-8412.2020v17n1p4519
语种：English
出版社：Programa de Pós-Graduação em Linguística - UFSC
摘要：In this work, we analyzed six advertorials of Johnnie Walker’s company, that were published in four Brazilian magazines during the year 2009. The main objective is to explain the relation between advertising and journalistic practices and the building of masculinity in late modernity. We use as reference the theoretical approaches of Critical Genre Analysis (CGA), associated with Bakhtin’s theoretical framework. The Johnnie Walker selected individuals that are supposedly successful men, to associate an alleged positive image to the brand, reinforcing the usual representation of the beverage’s consumer and the social class to which he belongs. The story characteristically shows a representation of male success linked to a heroic profile and to several characteristics coming from the neoliberal discourse: the individual and his success as the central aspect, reverence for businesses activities, and appreciation of entrepreneurship.