Dialogical analysis of discourse and sustainability as value of argumentation in advertising: Analysis of advertisements from a banking institution
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Data de Publicação: | 2021 |
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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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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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1797068889023053824 |