Soccer, peace and war: dissonant directions speeches from two advertising pieces in the year of 2010 Soccer WorldCup - doi: 10.4025/reveducfis.v22i3.10064

Authors

  • Marcos Roberto Godoi Rede Pública Municipal de Cuiabá-MT Author

Keywords:

Soccer, Advertising, World Cup

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 commercial uses is 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 element of cultural and ideological able to mobilize these dissonant meanings.

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Author Biography

  • Marcos Roberto Godoi, Rede Pública Municipal de Cuiabá-MT
    Licenciado em Educação Física (UFMT-1999), Mestre em Estudos da Linguagem (UFMT-2006). Professor da Rede Pública Municipal de Cuiabá-MT (2000-atual), Professor do Univag Centro Universitário de Várzea Grande (2003-2008), Prof. substituto da UFMT (2008-2009).

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Additional Files

Published

2011-08-24

Issue

Vol. 22 No. 3 (2011)

Section

Original Articles

License

• Authors retain the copyright and full publishing rights without restrictions.

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.

How to Cite

1.
Soccer, peace and war: dissonant directions speeches from two advertising pieces in the year of 2010 Soccer WorldCup - doi: 10.4025/reveducfis.v22i3.10064. JPhysEduc (Maringá) [Internet]. 2011 Aug. 24 [cited 2026 Jun. 10];22(3):373-85. Available from: https://periodicos.uem.br/ojs/index.php/RevEducFis/article/view/10064