Scharf, Edson Roberto and Fernandes, Josiane and Perfeito, Juarez and Dapper, Michelle Karina (2017) Práticas de consumo consciente em campanha publicitária de organização competitiva. Revista de Gestao Social e Ambiental, 11 (2). ISSN 1981-982X
Full text not available from this repository.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.