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Práticas de consumo consciente em campanha publicitária de organização competitiva

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Translated title of the contributionConscious 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 number2
Volume11
Number of pages18
Publication StatusPublished
<mark>Original language</mark>Portuguese

Abstract

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.