The sound of voices in the creative process of advertising discourse: an analysis interdiscursive

Abstract

This paper presents a reflection on the creative process of advertising discourse on the theoretical perspective of language, from the Discourse Analysis (DA). Focuses our intention to examine how diversity works in the creative process of advertising discourse. The aim of this paper is to analyze how other voices from the interdiscourse resonate in the creative process of advertising discourse. To accomplish this goal, cut discursive sequences produced from the observation of a creative process in an advertising agency and through interviews with participants in the advertising creative process. The theoretical discussion is centered on the notion interdiscourse and its interface with the communication. Thus, we demonstrate how other voices erupt and produce meaning in the creative process of advertising discourse. Soon, the externality and crossed by the heterogeneity of voices, we consider the creative process of the order of the repetition of alreadysaid.