Abstract This article seeks to (a) identify and problematize how the themes of history and nostalgia are used in the advertising discourse used—by the Brazilian mass media; and (b) explore the meanings awakened in consumers by the discourse in question. The data used was based on more than four hundred Brazilian magazine advertisements, from 2008 to 2016, and on the testimonials taken from consumers in 2016 using focus groups. The analyses identified five categories utilizing the theme of history: history as a signature; history as a commemoration; history as an opportunity; history as a focus; and history as a support. In the case of the consumers’ discourse, their comments were more focused on a consideration of the credibility of the advertisements and the longevity of the organizations in question that on any traces of nostalgia. It was also noted that the convergence between tradition and innovation (usually dichotomic concepts) was considered not problematic by the subjects. Finally, the theoretical perspective of French semiotics indicated how the body of advertisements and consumer testimonials could support a view of nostalgia as being a mythical discourse that constructs meaning based on the juxtaposition of tradition/innovation.

中文翻译：

---

巴西大众媒体广告中的怀旧情绪：一种符号学的视角

摘要本文旨在（a）识别和质疑巴西大众媒体在广告话语中如何使用历史和怀旧主题；（b）探索有关话语在消费者中唤醒的意义。所使用的数据基于2008年至2016年间超过400份巴西杂志广告以及2016年使用焦点小组从消费者那里获得的推荐信。分析利用历史主题确定了五类：历史作为标志；历史作为标志；历史作为标志。历史作为纪念；历史为契机；以历史为重点；和历史作为支持。就消费者的话语而言，他们的评论更多地集中在考虑广告的可信度和有关组织的长寿性上，而不是怀旧的痕迹。还指出，受试者认为传统与创新之间的融合（通常是两分法的概念）没有问题。最后，法国符号学的理论观点表明，广告和消费者推荐书的主体如何支持怀旧的观点，这是一种神话的话语，它在传统/创新的并置基础上建构了意义。