O patrocínio esportivo como estratégia no discurso promocional: análise semiótica das marcas Itaú e Bradesco

• Ano de defesa: 2014
• Autor(a) principal: Güntzel, Eliane
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Federal de Santa Maria; BR; Comunicação; UFSM; Programa de Pós-Graduação em Comunicação
• Palavras-chave em Português: Patrocínio esportivo; Segmento bancário; Marca; Semiótica; Sports sponsorship; Banking segment; Brand; Semiotic; CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO
• Link de acesso: http://repositorio.ufsm.br/handle/1/6344

The central proposal of this dissertation sought to understand how the banking segment Valley sports sponsorship to build your brand, enhance their products and services and gain consumer interest. As delimitation of the subject, it was proposed comparative research concerning the setup of campaign speeches of Banco Itaú and Bradesco advertisers. Therefore, it was analyzed from the perspective of a discursive semiotics, the picture that sets socio-culturally the two brands, as well as fourteen promotional pieces - Eight bank Itaú six bank Bradesco, seeking to understand how to configure their strategies, generating sense for consumers and adding value to the brand in the competitive market. To this end, we defined the following specific objectives: (1) selecting advertising campaigns on television by banks Itaú and Bradesco, which are directed to specific sporting event; (2) analyze promotional pieces based on the theoretical perspective of European semiotics; (3) examine the text of the agent in its extra dimensions, inter, intratextual; (4) recognize the discursive strategies used in the construction of these pieces of promotional character; (5) identify the predominant values in these parts connected to the context of the sport; and (6) comparatively analyze both advertisers banking segment, recognizing positions and intentions, and the effects of meaning that they bring to the Brazilian consumer. There are theoretical and methodological basis in semiotics, particularly the assumptions of Greimas and Bakhtin, to perform comparative analysis of the disclosures of both institutions.