Final published version
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Research output: Contribution to Journal/Magazine › Journal article › peer-review
Research output: Contribution to Journal/Magazine › Journal article › peer-review
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TY - JOUR
T1 - Práticas de consumo consciente em campanha publicitária de organização competitiva
AU - Scharf, Edson Roberto
AU - Fernandes, Josiane
AU - Perfeito, Juarez
AU - Dapper, Michelle Karina
PY - 2017/5/1
Y1 - 2017/5/1
N2 - 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.
AB - 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.
KW - Advertising
KW - Conscious consumption
KW - Consumer culture theory
KW - Corporate social responsibility
KW - Critical Discourse Analysis
U2 - 10.24857/rgsa.v11i2.1303
DO - 10.24857/rgsa.v11i2.1303
M3 - Journal article
AN - SCOPUS:85028810952
VL - 11
JO - Revista de Gestao Social e Ambiental
JF - Revista de Gestao Social e Ambiental
SN - 1981-982X
IS - 2
ER -