Dialogical analysis of discourse and sustainability as value of argumentation in advertising: Analysis of advertisements from a banking institution

Detalhes bibliográficos
Autor(a) principal: Knoll, Graziela Frainer
Data de Publicação: 2021
Outros Autores: Pires, Vera Lúcia
Tipo de documento: Artigo
Idioma: por
Título da fonte: Revista Linguagem em Foco (Online)
Texto Completo: https://revistas.uece.br/index.php/linguagememfoco/article/view/4371
Resumo: The objective of this work is to analyze the value of sustainability in the advertising of a private banking institution, based on dialogical theory in conjunction with the theory of argumentation. We verified the values, the hierarchy of values ​​and the places of the argumentation from the occurrences in the texts. The results show that the value of sustainability is in a hierarchical structure with the other values, and places of quality and quantity prevail. In addition, the language marks demonstrate the inclusion of the Bank as a sustainable agent, and an address of social responsibility and sustainable practices to other agents, clients. Finally, it is emphasized the need to recover the context for the understanding of the dialogical relations existing in the statements.
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spelling Dialogical analysis of discourse and sustainability as value of argumentation in advertising: Analysis of advertisements from a banking institutionAnálise dialógica do discurso e a sustentabilidade como valor da argumentação na publicidade: Análise de anúncios de uma instituição bancáriaDiscursoDialogismoArgumentaçãoPublicidadeSustentabilidadeDiscourseDialogismArgumentationAdvertisingSustainabilityThe objective of this work is to analyze the value of sustainability in the advertising of a private banking institution, based on dialogical theory in conjunction with the theory of argumentation. We verified the values, the hierarchy of values ​​and the places of the argumentation from the occurrences in the texts. The results show that the value of sustainability is in a hierarchical structure with the other values, and places of quality and quantity prevail. In addition, the language marks demonstrate the inclusion of the Bank as a sustainable agent, and an address of social responsibility and sustainable practices to other agents, clients. Finally, it is emphasized the need to recover the context for the understanding of the dialogical relations existing in the statements.O objetivo deste trabalho é analisar, com base na teoria dialógica em conjunto com a teoria da argumentação, o valor da sustentabilidade na publicidade de uma instituição bancária privada. Foram verificados os valores, a hierarquia de valores e os lugares da argumentação a partir das ocorrências nos textos. Os resultados mostram que o valor da sustentabilidade encontra-se em uma estrutura hierarquizada com os outros valores, e prevalecem os lugares de qualidade e quantidade. Além disso, as marcas linguísticas demonstram a inclusão do Banco como agente sustentável, e um endereçamento da responsabilidade social e das práticas sustentáveis a outros agentes, os clientes. Por fim, enfatiza-se a necessidade de recuperar o contexto para a compreensão das relações dialógicas existentes nos enunciados.EdUECE2021-01-22info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfapplication/epub+ziphttps://revistas.uece.br/index.php/linguagememfoco/article/view/437110.46230/2674-8266-12-4371Revista Linguagem em Foco; Vol. 12 No. 3 (2020): Número atemático; 339-360Revista Linguagem em Foco; v. 12 n. 3 (2020): Número atemático; 339-3602674-82662176-7955reponame:Revista Linguagem em Foco (Online)instname:Universidade Estadual do Ceará (UECE)instacron:UECEporhttps://revistas.uece.br/index.php/linguagememfoco/article/view/4371/3847https://revistas.uece.br/index.php/linguagememfoco/article/view/4371/3848Copyright (c) 2021 Graziela Frainer Knoll, Vera Lúcia Piresinfo:eu-repo/semantics/openAccessKnoll, Graziela FrainerPires, Vera Lúcia2021-10-06T01:00:20Zoai:ojs.revistas.uece.br:article/4371Revistahttps://revistas.uece.br/index.php/linguagememfocoPUBhttps://revistas.uece.br/index.php/linguagememfoco/oailinguagememfoco@uece.br||2674-82662176-7955opendoar:2021-10-06T01:00:20Revista Linguagem em Foco (Online) - Universidade Estadual do Ceará (UECE)false
dc.title.none.fl_str_mv Dialogical analysis of discourse and sustainability as value of argumentation in advertising: Analysis of advertisements from a banking institution
Análise dialógica do discurso e a sustentabilidade como valor da argumentação na publicidade: Análise de anúncios de uma instituição bancária
title Dialogical analysis of discourse and sustainability as value of argumentation in advertising: Analysis of advertisements from a banking institution
spellingShingle Dialogical analysis of discourse and sustainability as value of argumentation in advertising: Analysis of advertisements from a banking institution
Knoll, Graziela Frainer
Discurso
Dialogismo
Argumentação
Publicidade
Sustentabilidade
Discourse
Dialogism
Argumentation
Advertising
Sustainability
title_short Dialogical analysis of discourse and sustainability as value of argumentation in advertising: Analysis of advertisements from a banking institution
title_full Dialogical analysis of discourse and sustainability as value of argumentation in advertising: Analysis of advertisements from a banking institution
title_fullStr Dialogical analysis of discourse and sustainability as value of argumentation in advertising: Analysis of advertisements from a banking institution
title_full_unstemmed Dialogical analysis of discourse and sustainability as value of argumentation in advertising: Analysis of advertisements from a banking institution
title_sort Dialogical analysis of discourse and sustainability as value of argumentation in advertising: Analysis of advertisements from a banking institution
author Knoll, Graziela Frainer
author_facet Knoll, Graziela Frainer
Pires, Vera Lúcia
author_role author
author2 Pires, Vera Lúcia
author2_role author
dc.contributor.author.fl_str_mv Knoll, Graziela Frainer
Pires, Vera Lúcia
dc.subject.por.fl_str_mv Discurso
Dialogismo
Argumentação
Publicidade
Sustentabilidade
Discourse
Dialogism
Argumentation
Advertising
Sustainability
topic Discurso
Dialogismo
Argumentação
Publicidade
Sustentabilidade
Discourse
Dialogism
Argumentation
Advertising
Sustainability
description The objective of this work is to analyze the value of sustainability in the advertising of a private banking institution, based on dialogical theory in conjunction with the theory of argumentation. We verified the values, the hierarchy of values ​​and the places of the argumentation from the occurrences in the texts. The results show that the value of sustainability is in a hierarchical structure with the other values, and places of quality and quantity prevail. In addition, the language marks demonstrate the inclusion of the Bank as a sustainable agent, and an address of social responsibility and sustainable practices to other agents, clients. Finally, it is emphasized the need to recover the context for the understanding of the dialogical relations existing in the statements.
publishDate 2021
dc.date.none.fl_str_mv 2021-01-22
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://revistas.uece.br/index.php/linguagememfoco/article/view/4371
10.46230/2674-8266-12-4371
url https://revistas.uece.br/index.php/linguagememfoco/article/view/4371
identifier_str_mv 10.46230/2674-8266-12-4371
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://revistas.uece.br/index.php/linguagememfoco/article/view/4371/3847
https://revistas.uece.br/index.php/linguagememfoco/article/view/4371/3848
dc.rights.driver.fl_str_mv Copyright (c) 2021 Graziela Frainer Knoll, Vera Lúcia Pires
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2021 Graziela Frainer Knoll, Vera Lúcia Pires
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
application/epub+zip
dc.publisher.none.fl_str_mv EdUECE
publisher.none.fl_str_mv EdUECE
dc.source.none.fl_str_mv Revista Linguagem em Foco; Vol. 12 No. 3 (2020): Número atemático; 339-360
Revista Linguagem em Foco; v. 12 n. 3 (2020): Número atemático; 339-360
2674-8266
2176-7955
reponame:Revista Linguagem em Foco (Online)
instname:Universidade Estadual do Ceará (UECE)
instacron:UECE
instname_str Universidade Estadual do Ceará (UECE)
instacron_str UECE
institution UECE
reponame_str Revista Linguagem em Foco (Online)
collection Revista Linguagem em Foco (Online)
repository.name.fl_str_mv Revista Linguagem em Foco (Online) - Universidade Estadual do Ceará (UECE)
repository.mail.fl_str_mv linguagememfoco@uece.br||
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