ADVERTISEMENTS AGAINST PIRACY: CRIMES AGAINST WHO AND AGAINST WHAT

It is quite common, before the beginning of a movie on DVD, to see private or institutional advertisements against piracy. In this study, four clips related to the topic are analyzed with the aim to explain the discursive practice that determines them and that, according to what is observed, could be assigned to at least six points: use of direct, interlocutive phatic statements; validation of the "logical" reasoning through a imitatively "rational" contortionism; operation in a persuasive and constraining way; reflections on a moralistic, performative and injunctive basis; gradient movement initiated from above downwards, forming an imprisoning web; obedience to the dictates of monetary and financial scope, as they obviously would not fail to appear. The intention is to make some considerations based on the general theoretical framework of the French school of Discourse Analysis, particularly relating to concepts of paraphrase, effectiveness of the imaginary, side evocation, effect of complicity and determination of discursive practices, in the last instance, by the economic component.