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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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