Banca de DEFESA: GEORGIA MENDES SILVA ALVARENGA

Uma banca de DEFESA de MESTRADO foi cadastrada pelo programa.
STUDENT : GEORGIA MENDES SILVA ALVARENGA
DATE: 31/08/2021
TIME: 10:00
LOCAL: CEFET-MG (remotamente)
TITLE:

A Publicidade de Responsabilidade Social: estratégias discursivas que ganham prêmio


KEY WORDS:

Socially responsible Publicity; Speech Strategy; Publicity Speech; Speech Ethos.


PAGES: 172
BIG AREA: Lingüística, Letras e Artes
AREA: Letras
SUMMARY:

 

In this dissertation, we intend to demonstrate the relevance of the discursive genre of the Brazilian social responsibility advertising . For the corpus, we selected three Brazilian videos winners in the years of 2018 and 2019 of the Good Group of the Cannes Lions International Festival of Creativity, a group that awards initiatives and publicities that seek to impact the world in a positive way. The general objective consisted of analyzing the discursive strategies and the multimodal resources triggered for the construction of the institutional discursive ethos. The theoretical framework in which this research is inserted is in the French Speech analysis and in the studies about ethos. This way, we rely, essentially, on the Semiolinguistics and Propagandist Speech of Patrick Charaudeau (2010b), on the analysis Grid by Emília Mendes (2010) and on the notion of ethos by Dominique Maingueneau (2008) and Ruth Amossy (2004,2016). From the analysis made, we found that multimodal resources are strategically activated, building the intended meaning of the publicity speech in a rather effective way. Centralizing the cause and not the product or service shows to be one more available language in the wide area of publicity speech, which its main objective consists, essentially, of reaching the consumer engaged to the causes in a subtle and implicit way based on the ethos in which social responsibility publicity intends to build.



BANKING MEMBERS:
Externa à Instituição - KARINY CRISTINA DE SOUZA RAPOSO - UEMG
Interna - LILIAN APARECIDA ARAO
Presidente - PATRICIA RODRIGUES TANURI BAPTISTA
Notícia cadastrada em: 11/08/2021 11:48
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