Final published version
Licence: Unspecified
Research output: Contribution to Journal/Magazine › Journal article › peer-review
| Translated title of the contribution | Conscious consumption practices in advertising campaign from the competitive organizations |
|---|---|
| <mark>Journal publication date</mark> | 1/05/2017 |
| <mark>Journal</mark> | Revista de Gestao Social e Ambiental |
| Issue number | 2 |
| Volume | 11 |
| Number of pages | 18 |
| Publication Status | Published |
| <mark>Original language</mark> | Portuguese |
This study aims to analyze the practices of conscious consumption and discussions about that and lifestyle in the bank advertising campaign. The analytical course will identify the elements expressed in the messages into the understanding of their signical elements. It is the qualitative regarding the method. The data collection strategy is documentary source, and the selected analytical technique was to Critical Discourse Analysis (CDA). As a result, it was shown that the messages conveyed in bank advertising campaign contain the spirit of the streets, that people already take for actions - accomplished or not - in their lives. The originality of the study is translated for being the first study evaluating the discourse of advertising messages of a Brazilian bank with the CDA technique.