GUY DURANDINPROFESSOR DA UNIVERSIDADE REN-DESCARTES (PARIS V)
Presses Universitaires de France
Copyright para a lngua portuguesa (no Brasil) 1996 JSN Editora Ltda.
Traduo de Antnio Carlos Bastos de Mattos
Todos os direitos reservados. proibida a duplicao ou reproduo deste volume, no todo ou em parte,sob quaisquer formas ou por quaisquer meios (eletrnico, mecnico,gravao, fotocpia ou outros), sem permisso expressa da Editora.
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Dados Internacionais de Catalogao na Publicao (CIP)(Cmara Brasileira do Livro, SP, Brasil)
Durandin, GuyAs mentiras na propaganda e na publicidade /
Guy Durandin ; $traduo de Antnio CarlosBastos de Mattos$. So Paulo : JSN Editora,1997.
Ttulo original: Les mensonges en lapropagande et en publicit.
Bibliografia.ISBN 85-85985-02-X
1. Propaganda 2. Propaganda enganosa.3. Publicidade 4. Verdade e falsidade I. Ttulo.
97-0188 CDD-303.375
ndices para catlogo sistemtico:
1. Propaganda : Sociologia 303.375
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@ )/2/@00G460@1 20" D80S0P'/Y)J'Q0:
A propaganda e a publicidade tm a funo de modificar a conduta das pessoas e dos grupos a que
se dirigem. Um dos principais meios que utilizam para
isso o de lhes dar informaes, ou escond-las.
O problema prtico saber em que medida as informaes
que nos oferecem so verdadeiras ou falsas.
G u y Durandin no acha que a propaganda e a publicidade se reduzem mentira. Mas reunia um grande nmero de
casos de mentiras, e analisou seus procedimentos com o
auxlio de duas noes principais: signo e operao. E
indica detalhadamente tanto as diferenas quanto as
semelhanas entre a propaganda
e a publicidade.
o conhecimento da prpria realidade. Mas, como no se
pode saber tudo, seria til, para detectar a mentira,
conhecer seus procedimentos.
G u y Durandio, nascido em 1916, doutor em Letras e Cincias Humanas, professor honorrio de Psicologia
Social da Universidade Ren-Descartes
(Paris V) e responsvel pelos cursos do lnstituto Francs
de Imprensa (Universidade Paris III).
O melhor antidoto mentira evidentemente
CapaRostoCopyrightSumrioPrefcio edio brasileiraIntroduoPrimeira Parte - Noes GeraisCaptulo 1Captulo 2Captulo 3Captulo 4
Segunda Parte - Os procedimentos da mentira: signos e operaesCaptulo 5Captulo 6Captulo 7Captulo 8Captulo 9
ConclusoBibliografiaQuarta Capa
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