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Publication
Comunicação Publicitária e Sustentabilidade: uma análise do discurso de instituições financeiras
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 6.52 MB | Adobe PDF |
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Advisor(s)
Abstract(s)
O marketing é uma ferramenta cada vez mais utilizada e vem sendo aprimorada ao
longo do tempo. Atualmente existe uma grande tendência em utilizar a sustentabilidade
como uma das estratégias de marketing, ao incorporar valores, anseios e necessidades
sociais e ambientais das pessoas nas peças de publicidade. O fato é que a
sustentabilidade está na moda, então automaticamente é um subproduto a ser
comercializado, juntamente com o produto que está diretamente à venda. Por ser um
assunto tão sensível, complexo e até mesmo urgente, envolve tantos simbolismos ao
implantar a sustentabilidade na comunicação. E por sermos alvos desta comunicação, é
necessário uma percepção mais aguçada e crítica do que realmente uma instituição
financeira pretende comunicar com sua peça publicitária. É esse desafio que este estudo
se propos a desvendar, por meio da Análise do Discurso Crítica, interpretar peças
publicitárias de instituições financeiras ligadas a temas de sustentabilidade, por meio de
uma metodologia de aplicação da ideologia na construção simbólica do discurso. As
revisões teóricas possibilitaram a interpretação e a leitura do discurso, propondo padrões
entre as análises individuais e comparações entre os países Brasil e Portugal e também
de acordo com a natureza das instituições, públicas e privadas. Conectadas às
características de cada instituição, cultura e momento histórico, as peças relacionam-se
com a ideologia simbólica de poder, que é comunicada por meio do discurso da
sustentabilidade.
Marketing is an increasingly used tool and has been improved over time. There is now a strong tendency to use sustainability as one of the marketing strategies by incorporating values, aspirations, and social and environmental needs of people into advertising pieces. The fact is that sustainability is fashionable, so it is automatically a by-product to be marketed along with the product that is directly for sale. Because it is such a sensitive, complex and even urgent subject, it involves so many symbolisms in deploying sustainability in communication. And because we are targets of this communication, we need a sharper and more critical perception of what a financial institution really wants to communicate with its advertising piece. It is this challenge that this study aims to unveil, through the Critical Discourse Analysis, interpreting advertising pieces of financial institutions linked to sustainability issues, through a methodology of application of ideology in the symbolic construction of discourse. Theoretical revisions made possible the interpretation and reading of the discourse, proposing standards between the individual analyzes, and comparisons between the Brazil and Portugal countries and also according to the nature of the public and private institutions. Connected to the characteristics of each institution, culture and historical moment, the pieces are related to the symbolic ideology of power, which is communicated through the discourse of sustainability.
Marketing is an increasingly used tool and has been improved over time. There is now a strong tendency to use sustainability as one of the marketing strategies by incorporating values, aspirations, and social and environmental needs of people into advertising pieces. The fact is that sustainability is fashionable, so it is automatically a by-product to be marketed along with the product that is directly for sale. Because it is such a sensitive, complex and even urgent subject, it involves so many symbolisms in deploying sustainability in communication. And because we are targets of this communication, we need a sharper and more critical perception of what a financial institution really wants to communicate with its advertising piece. It is this challenge that this study aims to unveil, through the Critical Discourse Analysis, interpreting advertising pieces of financial institutions linked to sustainability issues, through a methodology of application of ideology in the symbolic construction of discourse. Theoretical revisions made possible the interpretation and reading of the discourse, proposing standards between the individual analyzes, and comparisons between the Brazil and Portugal countries and also according to the nature of the public and private institutions. Connected to the characteristics of each institution, culture and historical moment, the pieces are related to the symbolic ideology of power, which is communicated through the discourse of sustainability.
Description
Keywords
Marketing da Sustentabilidade Análise do Discurso Comunicação Instituições Financeiras Comunicação Sustentabilidade Publicidade Sustainability Marketing Speech Analysis Communication Financial Institutions Communication Sustainability Advertising