MODO AVIÃO: UMA REFLEXÃO SOBRE ETHOS DISCURSIVO NAS REVISTAS GOL E VAMOS/LATAM

• Autor(a) principal: ALVES, RAQUEL
• Data de Publicação: 2019
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Biblioteca Digital de Teses e Dissertações da METODISTA
• Texto Completo: http://tede.metodista.br/jspui/handle/tede/1973
• topic: Revista customizada; Ethos discursivo; Análise do discurso; Custom publishing; Ethos discourse; Discourse analysis; CIENCIAS SOCIAIS APLICADAS::COMUNICACAO

The main purpose of this research is to analyze the ethos construction on “Gol” and “Vamos Latam” inflight magazines. Based on the methodological apparatus of the French discourse analysis and emphasis on the postulates of Dominique Maingueneau, Ruth Amossy and Patrick Charaudeau, we seek to identify how the brands’ self-image modulation strives to mobilize the audience to reinforce their persuasion strategies. The theoretical framework also deals with the approach and consolidation of ‘magazine media’ as a reporter and influencer of the consumer society modus vivendi (MARTINS; SCALZO). It also considers the customized magazine outline, unique, that is halfway between journalism and marketing approach (FISCHER) and get to the air travel environment to detect the moment when the passenger becomes part of the enunciation scenario, trying to anticipate their pre-construction mechanisms. In our analysis there are common points between the brands Gol and Latam which reveal an ethos we call “host” through the touristic bias of both magazines, but also distinct thematizations that bring out different ethé, appropriated to each brand project.