The Language of Sustainable Advertising: Communication Meets Market Aspects

• Autor(a) principal: Monteiro, Thel Augusto
• Data de Publicação: 2016
• Outros Autores: Giuliani, Antonio Carlos, Pizzinatto, Nadia Kassouf, Zaccaria, Rosana Borges
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: REMark - Revista Brasileira de Marketing
• Texto Completo: https://periodicos.uninove.br/remark/article/view/12118
• topic: Sustainable Advertising; Communication; Language; Marketing Strategies; Market Aspects; Language Development of Advertisements; Comunicação; Linguagem; Mercadologia

Companies seek their competitive advantage, essentially, developing certain elements of marketing, including product, price, place and promotion. However, it is observed that in atempting to captivate a determined audience, the promotion goes on to win more space in business strategy. Elements such as communication, its language, the advertisement text development and the use of sustainability appeals, gain strength in the planning, development and creation of advertisements. This article uses a rich theoretical framework that rescues concepts and approaches specific language of sustainable advertisements, and the use of communication with the marketing strategies. This study seeks to provide organizations and academy, key elements that can compose a specific language development of advertisements.