Gênero de discurso e-mail marketing: análise de cenografia na comunicação de instituição financeira

• Autor(a) principal: Santos, Marcio Graciano dos
• Data de Publicação: 2020
• Tipo de documento: Trabalho de conclusão de curso
• Idioma: por
• Título da fonte: Biblioteca Digital de Teses e Dissertações da PUC_SP
• Texto Completo: https://repositorio.pucsp.br/jspui/handle/handle/26687
• topic: CNPQ::LINGUISTICA, LETRAS E ARTES::LETRAS::LINGUA PORTUGUESA; Análise do discurso; Gênero de discurso; E-mail marketing; Ethos; Espaço digital; Discourse analysis; Discourse genre; E-mail marketing; Ethos; Digital space

The theme of this research is the study of the discursive genre of e-mail marketing. Our goal is to see how this genre is organized, considering its co-enunciators persuasion. Therefore, we analyze the enunciation scenes: encompassing scene, generic scene, and scenography; and identify the discursive ethos that emerges from the scenarios built to enunciate this discourse. The sample analyzed in this survey consists of a series of three e-mail marketing pieces, sent by the same financial institution to customers who have different profiles. E-mail marketing is a genre that, due to the possibility of personalization, became very efficient in the communication between the parts, as it announces a social practice that is already established and, inside, the personal and corporate e-mail addresses turn into spaces for dialogues, interactions, and negotiations of sense effects between two corporations; or between a corporation and an actual person. The theoretical-methodological references are from a discourse analysis of the French line, especially the studies by Maingueneau (2005; 2006; 2010; 2013; 2015).