OS TERRITÓRIOS SIMBÓLICOS DA HUMANIZAÇÃO NO DISCURSO PUBLICITÁRIO - UM ESTUDO DE CASO SOBRE A CAMPANHA PRA FRENTE DO BANCO BRADESCO

• Autor(a) principal: MENDONÇA , LANA AQUINO GUEDES DE
• 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/1974
• topic: Comunicação; publicidade; discursos; humanização; Bradesco; Communication; publicity; speeches; humanization; Bradesco; CIENCIAS SOCIAIS APLICADAS::COMUNICACAO

Contemporaneity is signalized by transformations that extrapolate the technological, cultural or linguistic spheres in isolation. Regarding to advertising communication, we see the efforts of organizations to integrate interlocutors in their interdiscourses, as to make the citizen agent of the brand. In other words, they voluntarily defend and disseminate their content, especially in the superabundant universe of information provided by digital social media. This project presents an exploratory and qualitative research, which reports are guided by delineations of the discursive time and space of the campaign Bradesco Bank Ahead. This research focus on humanization phenomenon study and its symbolic areas through the narrative of pieces published in 2017 and 2018. The bank points out solutions to difficult times, such as the acquisition of goods or making difficult decisions, apparently with the intention of materializing this concept. It is part of this paper to understand and interpret this discourse and its narratives from new production conditions, considering contexts and institutional parameters.