Critical Discourse Analysis in the Advertising to the Launching of the Citroën C3 Picasso

Detalhes bibliográficos
Autor(a) principal: Scharf, Edson Roberto
Data de Publicação: 2014
Outros Autores: Sarquis, Aléssio Bessa
Tipo de documento: Artigo
Idioma: por
Título da fonte: REMark - Revista Brasileira de Marketing
Texto Completo: https://periodicos.uninove.br/remark/article/view/12038
Resumo: The aim of this study was to identify the type of advertising was used in launching new products in the automotive sector in Brazil. The advertising campaign Citron C3 Picasso. Life cubed was the study platform. A critical discourse analysis CDA - according to the precepts of Fairclough (1995) was adopted as the method. It is a single case study. The advertisements showed that the language of advertising in launching products in the automotive sector have emotional content. The results confirmed the use of transformational advertising as the protagonist of the advertising campaign to launch particular car in Brazil.
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spelling Critical Discourse Analysis in the Advertising to the Launching of the Citroën C3 PicassoAnálise Crítica do Discurso na Propaganda de Lançamento do Citroën C3 PicassoAdvertising, Transformational advertising, Critical discourse analysis, Citroën C3 Picasso, Launching new cars. Edson RobertoPropaganda. Branding. Propaganda transformativa. Análise crítica do discurso. Lançamento de automóveis.The aim of this study was to identify the type of advertising was used in launching new products in the automotive sector in Brazil. The advertising campaign Citron C3 Picasso. Life cubed was the study platform. A critical discourse analysis CDA - according to the precepts of Fairclough (1995) was adopted as the method. It is a single case study. The advertisements showed that the language of advertising in launching products in the automotive sector have emotional content. The results confirmed the use of transformational advertising as the protagonist of the advertising campaign to launch particular car in Brazil.O objetivo deste estudo foi identificar o tipo de propaganda veiculada no lanamento de novos produtos do setor automobilstico no Brasil. A campanha publicitria Citron C3 Picasso. A vida elevada ao cubo foi a plataforma de estudo. A anlise crtica de discurso segundo os preceitos de Fairclough (1995) foi adotada como mtodo. As peas publicitrias evidenciaram que a linguagem da propaganda no lanamento de produtos no setor automobilstico de teor emocional. Os resultados obtidos confirmaram o uso da propaganda transformativa como protagonista da campanha publicitria de lanamento de determinado automvel no Brasil.DOI: 10.5585/remark.v13i3.2525Universidade Nove de Julho - Uninove2014-08-11info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado por ParesPeer-reviewed Articleapplication/pdfhttps://periodicos.uninove.br/remark/article/view/1203810.5585/remark.v13i3.2525ReMark - Revista Brasileira de Marketing; v. 13, n. 3 (2014): Abril - Junho; 36-482177-5184reponame:REMark - Revista Brasileira de Marketinginstname:Universidade Nove de Julho (UNINOVE)instacron:RBMporhttps://periodicos.uninove.br/remark/article/view/12038/5675Direitos autorais 2019 Revista Brasileira de Marketing – Remarkinfo:eu-repo/semantics/openAccessScharf, Edson RobertoSarquis, Aléssio Bessa2019-02-19T17:43:35Zoai:https://periodicos.uninove.br:article/12038Revistahttps://periodicos.uninove.br/remarkPRIhttps://periodicos.uninove.br/remark/oaiclaudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org2177-51842177-5184opendoar:2019-02-19T17:43:35REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)false
dc.title.none.fl_str_mv Critical Discourse Analysis in the Advertising to the Launching of the Citroën C3 Picasso
Análise Crítica do Discurso na Propaganda de Lançamento do Citroën C3 Picasso
title Critical Discourse Analysis in the Advertising to the Launching of the Citroën C3 Picasso
spellingShingle Critical Discourse Analysis in the Advertising to the Launching of the Citroën C3 Picasso
Scharf, Edson Roberto
Advertising, Transformational advertising, Critical discourse analysis, Citroën C3 Picasso, Launching new cars. Edson Roberto
Propaganda. Branding. Propaganda transformativa. Análise crítica do discurso. Lançamento de automóveis.
title_short Critical Discourse Analysis in the Advertising to the Launching of the Citroën C3 Picasso
title_full Critical Discourse Analysis in the Advertising to the Launching of the Citroën C3 Picasso
title_fullStr Critical Discourse Analysis in the Advertising to the Launching of the Citroën C3 Picasso
title_full_unstemmed Critical Discourse Analysis in the Advertising to the Launching of the Citroën C3 Picasso
title_sort Critical Discourse Analysis in the Advertising to the Launching of the Citroën C3 Picasso
author Scharf, Edson Roberto
author_facet Scharf, Edson Roberto
Sarquis, Aléssio Bessa
author_role author
author2 Sarquis, Aléssio Bessa
author2_role author
dc.contributor.author.fl_str_mv Scharf, Edson Roberto
Sarquis, Aléssio Bessa
dc.subject.por.fl_str_mv Advertising, Transformational advertising, Critical discourse analysis, Citroën C3 Picasso, Launching new cars. Edson Roberto
Propaganda. Branding. Propaganda transformativa. Análise crítica do discurso. Lançamento de automóveis.
topic Advertising, Transformational advertising, Critical discourse analysis, Citroën C3 Picasso, Launching new cars. Edson Roberto
Propaganda. Branding. Propaganda transformativa. Análise crítica do discurso. Lançamento de automóveis.
description The aim of this study was to identify the type of advertising was used in launching new products in the automotive sector in Brazil. The advertising campaign Citron C3 Picasso. Life cubed was the study platform. A critical discourse analysis CDA - according to the precepts of Fairclough (1995) was adopted as the method. It is a single case study. The advertisements showed that the language of advertising in launching products in the automotive sector have emotional content. The results confirmed the use of transformational advertising as the protagonist of the advertising campaign to launch particular car in Brazil.
publishDate 2014
dc.date.none.fl_str_mv 2014-08-11
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Avaliado por Pares
Peer-reviewed Article
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://periodicos.uninove.br/remark/article/view/12038
10.5585/remark.v13i3.2525
url https://periodicos.uninove.br/remark/article/view/12038
identifier_str_mv 10.5585/remark.v13i3.2525
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://periodicos.uninove.br/remark/article/view/12038/5675
dc.rights.driver.fl_str_mv Direitos autorais 2019 Revista Brasileira de Marketing – Remark
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Direitos autorais 2019 Revista Brasileira de Marketing – Remark
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade Nove de Julho - Uninove
publisher.none.fl_str_mv Universidade Nove de Julho - Uninove
dc.source.none.fl_str_mv ReMark - Revista Brasileira de Marketing; v. 13, n. 3 (2014): Abril - Junho; 36-48
2177-5184
reponame:REMark - Revista Brasileira de Marketing
instname:Universidade Nove de Julho (UNINOVE)
instacron:RBM
instname_str Universidade Nove de Julho (UNINOVE)
instacron_str RBM
institution RBM
reponame_str REMark - Revista Brasileira de Marketing
collection REMark - Revista Brasileira de Marketing
repository.name.fl_str_mv REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)
repository.mail.fl_str_mv claudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org
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