Persuasão no discurso publicitário de instituições bancárias no Brasil
Ano de defesa: | 2017 |
---|---|
Autor(a) principal: | |
Orientador(a): | |
Banca de defesa: | , , |
Tipo de documento: | Dissertação |
Tipo de acesso: | Acesso aberto |
Idioma: | por |
Instituição de defesa: |
Universidade Estadual do Oeste do Paraná
Foz do Iguaçu |
Programa de Pós-Graduação: |
Programa de Pós-Graduação em Sociedade, Cultura e Fronteiras
|
Departamento: |
Centro de Educação Letras e Saúde
|
País: |
Brasil
|
Palavras-chave em Português: | |
Palavras-chave em Inglês: | |
Área do conhecimento CNPq: | |
Link de acesso: | http://tede.unioeste.br/handle/tede/3251 |
Resumo: | The analysis of the advertising discourse of financial institutions is the objective of the present research, which aims to scale the power of persuasion of the commercial banks through the media relationship with their clients and users. For this, the content of five advertising pieces sponsored by the largest banks established in Brazil, based on their economic dominance in the market, is based on the content. The texts, in the form of videos, transmitted through digital television and platform, were chosen in a random manner, within a certain period. The basis for achieving the objective of the research was the rhetorical studies, with a view to identifying in the universe of analysis, the presence of the strategies of ethos and discursive pathos, based on Aristotle, brought to modernity through Perelman. It was also proposed to classify the texts in the form of advertising modulation, according to Carrascoza's conception, in order to identify the predominance of Apollonian or Dionysian modulation in the discourse of bank advertising, but not before confronting such strategies with the perception of Charaudeau On the content of the mediatic discourse. Almeida was the theoretical basis used to know and recognize the specific discursive strategies of financial institutions, according to the peculiarities of the service rendering sector. A gender cut was also worked out with the aim of observing the representation of the image of the woman (client or bank) in the discourse of the banks. Finally, counterfacts were presented to the arguments of financial institutions, based on the perspective of consumers and employees dissatisfied with the service and / or institutional relationship, manifested through statistical data released by the Central Bank of Brazil and by consumer protection agencies, As well as denunciations made by trade union entities. |
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Dittrich, Ivo Joséhttp://lattes.cnpq.br/9420421193388790Dittrich, Ivo Joséhttp://lattes.cnpq.br/9420421193388790Pinheiro, Noslen Nascimentohttp://lattes.cnpq.br/5704846737403028Moraes, Denise Rosana da Silvahttp://lattes.cnpq.br/6545283027670184http://lattes.cnpq.br/6581699516166724Delgado, Tereza Cristina Teixeira2017-12-18T12:38:24Z2017-05-16DELGADO, Tereza Cristina Teixeira. Persuasão no discurso publicitário de instituições bancárias no Brasil. 2017. 122 f. Dissertação (Mestrado em Sociedade, Cultura e Fronteiras) - Universidade Estadual do Oeste do Paraná, Foz do Iguaçu, 2017.http://tede.unioeste.br/handle/tede/3251The analysis of the advertising discourse of financial institutions is the objective of the present research, which aims to scale the power of persuasion of the commercial banks through the media relationship with their clients and users. For this, the content of five advertising pieces sponsored by the largest banks established in Brazil, based on their economic dominance in the market, is based on the content. The texts, in the form of videos, transmitted through digital television and platform, were chosen in a random manner, within a certain period. The basis for achieving the objective of the research was the rhetorical studies, with a view to identifying in the universe of analysis, the presence of the strategies of ethos and discursive pathos, based on Aristotle, brought to modernity through Perelman. It was also proposed to classify the texts in the form of advertising modulation, according to Carrascoza's conception, in order to identify the predominance of Apollonian or Dionysian modulation in the discourse of bank advertising, but not before confronting such strategies with the perception of Charaudeau On the content of the mediatic discourse. Almeida was the theoretical basis used to know and recognize the specific discursive strategies of financial institutions, according to the peculiarities of the service rendering sector. A gender cut was also worked out with the aim of observing the representation of the image of the woman (client or bank) in the discourse of the banks. Finally, counterfacts were presented to the arguments of financial institutions, based on the perspective of consumers and employees dissatisfied with the service and / or institutional relationship, manifested through statistical data released by the Central Bank of Brazil and by consumer protection agencies, As well as denunciations made by trade union entities.A análise do discurso publicitário das instituições financeiras é o objetivo da presente pesquisa, que visa dimensionar o poder de persuasão dos bancos comerciais através do relacionamento midiático com seus clientes e usuários. Para isto, toma-se por base o conteúdo de cinco peças publicitárias patrocinadas pelos maiores bancos estabelecidos no Brasil, considerando-se o seu domínio econômico no mercado. Os textos, em forma de vídeos, veiculados através de televisão e plataforma digitais, foram escolhidos de maneira aleatória, dentro de um período determinado. A base para consecução do objetivo da pesquisa foram os estudos retóricos, com vistas a identificar no universo de análise, a presença das estratégias do ethos e pathos discursivos, com base em Aristóteles, trazidas à modernidade através de Perelman. Propôs-se ainda a classificação dos textos sob a forma de modulagem publicitária, segundo a concepção de Carrascoza, com o propósito de identificar a predominância da modulagem apolínea ou dionisíaca no discurso da publicidade bancária, não sem antes confrontar tais estratégias com a percepção de Charaudeau sobre o conteúdo do discurso midiático. Almeida foi a base teórica utilizada para conhecer e reconhecer as estratégias discursivas específicas das instituições financeiras, segundo as peculiaridades do setor de prestação de serviços. Trabalhou-se também um recorte de gênero, com o intuito de observar a representação da imagem da mulher (cliente ou bancária) no discurso dos bancos. Por fim, apresentou-se contrapontos às argumentações das instituições financeiras, a partir da ótica de consumidores e empregados insatisfeitos com o atendimento e/ou relacionamento institucional, manifestados através de dados estatísticos divulgados pelo Banco Central do Brasil e por órgãos de defesa dos consumidores, bem como por denúncias feitas por entidades sindicais.Submitted by Miriam Lucas (miriam.lucas@unioeste.br) on 2017-12-18T12:38:24Z No. of bitstreams: 2 CRISTINA_DELGADO_2017.pdf: 2437337 bytes, checksum: 3dc2edba24ef568dd08899da3f03d97c (MD5) license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5)Made available in DSpace on 2017-12-18T12:38:24Z (GMT). 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dc.title.por.fl_str_mv |
Persuasão no discurso publicitário de instituições bancárias no Brasil |
dc.title.alternative.eng.fl_str_mv |
Persuasion in the advertising discourse of banking institutions in Brazil |
title |
Persuasão no discurso publicitário de instituições bancárias no Brasil |
spellingShingle |
Persuasão no discurso publicitário de instituições bancárias no Brasil Delgado, Tereza Cristina Teixeira retórica persuasão discurso publicitário consumidor bancos rhetoric persuasion advertising speech consumer banks CIENCIAS HUMANAS : SOCIOLOGIA PSICOLOGIA SOCIAL: PROCESSOS GRUPAIS E DE COMUNICACAO |
title_short |
Persuasão no discurso publicitário de instituições bancárias no Brasil |
title_full |
Persuasão no discurso publicitário de instituições bancárias no Brasil |
title_fullStr |
Persuasão no discurso publicitário de instituições bancárias no Brasil |
title_full_unstemmed |
Persuasão no discurso publicitário de instituições bancárias no Brasil |
title_sort |
Persuasão no discurso publicitário de instituições bancárias no Brasil |
author |
Delgado, Tereza Cristina Teixeira |
author_facet |
Delgado, Tereza Cristina Teixeira |
author_role |
author |
dc.contributor.advisor1.fl_str_mv |
Dittrich, Ivo José |
dc.contributor.advisor1Lattes.fl_str_mv |
http://lattes.cnpq.br/9420421193388790 |
dc.contributor.referee1.fl_str_mv |
Dittrich, Ivo José |
dc.contributor.referee1Lattes.fl_str_mv |
http://lattes.cnpq.br/9420421193388790 |
dc.contributor.referee2.fl_str_mv |
Pinheiro, Noslen Nascimento |
dc.contributor.referee2Lattes.fl_str_mv |
http://lattes.cnpq.br/5704846737403028 |
dc.contributor.referee3.fl_str_mv |
Moraes, Denise Rosana da Silva |
dc.contributor.referee3Lattes.fl_str_mv |
http://lattes.cnpq.br/6545283027670184 |
dc.contributor.authorLattes.fl_str_mv |
http://lattes.cnpq.br/6581699516166724 |
dc.contributor.author.fl_str_mv |
Delgado, Tereza Cristina Teixeira |
contributor_str_mv |
Dittrich, Ivo José Dittrich, Ivo José Pinheiro, Noslen Nascimento Moraes, Denise Rosana da Silva |
dc.subject.por.fl_str_mv |
retórica persuasão discurso publicitário consumidor bancos |
topic |
retórica persuasão discurso publicitário consumidor bancos rhetoric persuasion advertising speech consumer banks CIENCIAS HUMANAS : SOCIOLOGIA PSICOLOGIA SOCIAL: PROCESSOS GRUPAIS E DE COMUNICACAO |
dc.subject.eng.fl_str_mv |
rhetoric persuasion advertising speech consumer banks |
dc.subject.cnpq.fl_str_mv |
CIENCIAS HUMANAS : SOCIOLOGIA PSICOLOGIA SOCIAL: PROCESSOS GRUPAIS E DE COMUNICACAO |
description |
The analysis of the advertising discourse of financial institutions is the objective of the present research, which aims to scale the power of persuasion of the commercial banks through the media relationship with their clients and users. For this, the content of five advertising pieces sponsored by the largest banks established in Brazil, based on their economic dominance in the market, is based on the content. The texts, in the form of videos, transmitted through digital television and platform, were chosen in a random manner, within a certain period. The basis for achieving the objective of the research was the rhetorical studies, with a view to identifying in the universe of analysis, the presence of the strategies of ethos and discursive pathos, based on Aristotle, brought to modernity through Perelman. It was also proposed to classify the texts in the form of advertising modulation, according to Carrascoza's conception, in order to identify the predominance of Apollonian or Dionysian modulation in the discourse of bank advertising, but not before confronting such strategies with the perception of Charaudeau On the content of the mediatic discourse. Almeida was the theoretical basis used to know and recognize the specific discursive strategies of financial institutions, according to the peculiarities of the service rendering sector. A gender cut was also worked out with the aim of observing the representation of the image of the woman (client or bank) in the discourse of the banks. Finally, counterfacts were presented to the arguments of financial institutions, based on the perspective of consumers and employees dissatisfied with the service and / or institutional relationship, manifested through statistical data released by the Central Bank of Brazil and by consumer protection agencies, As well as denunciations made by trade union entities. |
publishDate |
2017 |
dc.date.accessioned.fl_str_mv |
2017-12-18T12:38:24Z |
dc.date.issued.fl_str_mv |
2017-05-16 |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.citation.fl_str_mv |
DELGADO, Tereza Cristina Teixeira. Persuasão no discurso publicitário de instituições bancárias no Brasil. 2017. 122 f. Dissertação (Mestrado em Sociedade, Cultura e Fronteiras) - Universidade Estadual do Oeste do Paraná, Foz do Iguaçu, 2017. |
dc.identifier.uri.fl_str_mv |
http://tede.unioeste.br/handle/tede/3251 |
identifier_str_mv |
DELGADO, Tereza Cristina Teixeira. Persuasão no discurso publicitário de instituições bancárias no Brasil. 2017. 122 f. Dissertação (Mestrado em Sociedade, Cultura e Fronteiras) - Universidade Estadual do Oeste do Paraná, Foz do Iguaçu, 2017. |
url |
http://tede.unioeste.br/handle/tede/3251 |
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http://creativecommons.org/licenses/by-nc-nd/4.0/ |
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openAccess |
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Universidade Estadual do Oeste do Paraná Foz do Iguaçu |
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Programa de Pós-Graduação em Sociedade, Cultura e Fronteiras |
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Brasil |
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Centro de Educação Letras e Saúde |
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Universidade Estadual do Oeste do Paraná Foz do Iguaçu |
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