Reflections on the Discursive Cooperative Principle: an analysis of advertisements from the pandemic period

Abstract

This work aims to reflect on the Cooperative Principle, conceived in the scope of the Philosophy of Language by Grice (1982 [1975]) and taken up by Discourse Analysis under the discursive bias, in the studies of Maingueneau (1990, 2018, 2015) and Charaudeau (1983, 2008). To achieve this objective, this research proposes the analysis of advertising messages streamed by the video platform YouTube in the initial period of the incidence of the new coronavirus pandemic in Brazil. The research corpus is comprised of advertisements published in 2020. These are ads from banking institutions that operate in Brazil and show similarities with regard to the application of strategies related to implicit elements (presuppositions and implied meanings). The inductive method is adopted, as well as bibliographic and documentary research. The works of Hoff (1999), Sandmann (1999), Barros (2002), Fairclough (2001) and Baudrillard (1997) are resumed. With the advent of new information and communication technologies, analyzed by Jenkins (2006), among other authors, it becomes imperative to reflect on how advertising, one of the discourses which have a strong social influence, is characterized.