Multimodal-discursive strategies in moral-economic Brazilian and English bank advertisements

Detalhes bibliográficos
Autor(a) principal: Domingos, Suzana Ferreira Paulino
Data de Publicação: 2022
Tipo de documento: Artigo
Idioma: por
Título da fonte: Ilha do Desterro
Texto Completo: https://periodicos.ufsc.br/index.php/desterro/article/view/86174
Resumo: This research aimed at analyzing the discursive strategies of HSBC's Brazilian and English banking advertisements, in an economic crisis context, from the perspective of moral economy. The research was qualitative and comparative, based on the theoretical-methodological assumptions of Fairclough (2007, 2003, 2012); Chouliaraki & Fairclough (1999); Kress and Van Leeuwen (2001); Sayer (2000, 2004); Bennett (2013a); and Rocha (2010). The results revealed the existence of an economic-moral discourse forged, contradictory, in intersection with multimodal strategies, reinforced by the new rhetoric of capital, with the aim of co-opting consumers, in favor of the interests of banks for the permanence of capital.
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spelling Multimodal-discursive strategies in moral-economic Brazilian and English bank advertisementsEstratégias discursivo-multimodais no discurso econômico-moral de publicidades bancárias brasileiras e inglesasEconomia moralAnálise Crítica do DiscursoMultimodalidadePublicidade bancáriaMoral economyCritical Discourse AnalysisMultimodalityBank advertisementThis research aimed at analyzing the discursive strategies of HSBC's Brazilian and English banking advertisements, in an economic crisis context, from the perspective of moral economy. The research was qualitative and comparative, based on the theoretical-methodological assumptions of Fairclough (2007, 2003, 2012); Chouliaraki & Fairclough (1999); Kress and Van Leeuwen (2001); Sayer (2000, 2004); Bennett (2013a); and Rocha (2010). The results revealed the existence of an economic-moral discourse forged, contradictory, in intersection with multimodal strategies, reinforced by the new rhetoric of capital, with the aim of co-opting consumers, in favor of the interests of banks for the permanence of capital.O presente estudo teve por objetivo analisar as estratégias discursivas das publicidades bancárias brasileiras e inglesas do HSBC, em períodos de crise econômica, na perspectiva da economia moral. A pesquisa foi qualitativa e comparativa, baseada nos pressupostos teórico-metodológicos de Fairclough (2007, 2003, 2012); Chouliaraki & Fairclough (1999); Kress e Van Leeuwen (2001); Sayer (2000, 2004); Bennett (2013a); e Rocha (2010). Os resultados revelaram a existência de um discurso econômico-moral forjado, contraditório, em intersecção com estratégias multimodais, reforçado pela nova retórica do capital, com o intuito de cooptar consumidores, em favor dos interesses dos bancos para a permanência do capital.UFSC2022-09-27info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://periodicos.ufsc.br/index.php/desterro/article/view/8617410.5007/2175-8026.2022.e86174Ilha do Desterro A Journal of English Language, Literatures in English and Cultural Studies; Vol. 75 No. 3 (2022): Estudos críticos do discurso, interseccionalidades e mudanças sociaisIlha do Desterro A Journal of English Language, Literatures in English and Cultural Studies; v. 75 n. 3 (2022): Estudos críticos do discurso, interseccionalidades e mudanças sociais2175-80260101-4846reponame:Ilha do Desterroinstname:Universidade Federal de Santa Catarina (UFSC)instacron:UFSCporhttps://periodicos.ufsc.br/index.php/desterro/article/view/86174/51646Copyright (c) 2022 Suzana Ferreira Paulino Domingoshttp://creativecommons.org/licenses/by/4.0info:eu-repo/semantics/openAccessDomingos, Suzana Ferreira Paulino2022-09-27T14:11:49Zoai:periodicos.ufsc.br:article/86174Revistahttp://www.periodicos.ufsc.br/index.php/desterroPUBhttps://periodicos.ufsc.br/index.php/desterro/oaiilha@cce.ufsc.br||corseuil@cce.ufsc.br||ilhadodesterro@gmail.com2175-80260101-4846opendoar:2022-09-27T14:11:49Ilha do Desterro - Universidade Federal de Santa Catarina (UFSC)false
dc.title.none.fl_str_mv Multimodal-discursive strategies in moral-economic Brazilian and English bank advertisements
Estratégias discursivo-multimodais no discurso econômico-moral de publicidades bancárias brasileiras e inglesas
title Multimodal-discursive strategies in moral-economic Brazilian and English bank advertisements
spellingShingle Multimodal-discursive strategies in moral-economic Brazilian and English bank advertisements
Domingos, Suzana Ferreira Paulino
Economia moral
Análise Crítica do Discurso
Multimodalidade
Publicidade bancária
Moral economy
Critical Discourse Analysis
Multimodality
Bank advertisement
title_short Multimodal-discursive strategies in moral-economic Brazilian and English bank advertisements
title_full Multimodal-discursive strategies in moral-economic Brazilian and English bank advertisements
title_fullStr Multimodal-discursive strategies in moral-economic Brazilian and English bank advertisements
title_full_unstemmed Multimodal-discursive strategies in moral-economic Brazilian and English bank advertisements
title_sort Multimodal-discursive strategies in moral-economic Brazilian and English bank advertisements
author Domingos, Suzana Ferreira Paulino
author_facet Domingos, Suzana Ferreira Paulino
author_role author
dc.contributor.author.fl_str_mv Domingos, Suzana Ferreira Paulino
dc.subject.por.fl_str_mv Economia moral
Análise Crítica do Discurso
Multimodalidade
Publicidade bancária
Moral economy
Critical Discourse Analysis
Multimodality
Bank advertisement
topic Economia moral
Análise Crítica do Discurso
Multimodalidade
Publicidade bancária
Moral economy
Critical Discourse Analysis
Multimodality
Bank advertisement
description This research aimed at analyzing the discursive strategies of HSBC's Brazilian and English banking advertisements, in an economic crisis context, from the perspective of moral economy. The research was qualitative and comparative, based on the theoretical-methodological assumptions of Fairclough (2007, 2003, 2012); Chouliaraki & Fairclough (1999); Kress and Van Leeuwen (2001); Sayer (2000, 2004); Bennett (2013a); and Rocha (2010). The results revealed the existence of an economic-moral discourse forged, contradictory, in intersection with multimodal strategies, reinforced by the new rhetoric of capital, with the aim of co-opting consumers, in favor of the interests of banks for the permanence of capital.
publishDate 2022
dc.date.none.fl_str_mv 2022-09-27
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://periodicos.ufsc.br/index.php/desterro/article/view/86174
10.5007/2175-8026.2022.e86174
url https://periodicos.ufsc.br/index.php/desterro/article/view/86174
identifier_str_mv 10.5007/2175-8026.2022.e86174
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://periodicos.ufsc.br/index.php/desterro/article/view/86174/51646
dc.rights.driver.fl_str_mv Copyright (c) 2022 Suzana Ferreira Paulino Domingos
http://creativecommons.org/licenses/by/4.0
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2022 Suzana Ferreira Paulino Domingos
http://creativecommons.org/licenses/by/4.0
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv UFSC
publisher.none.fl_str_mv UFSC
dc.source.none.fl_str_mv Ilha do Desterro A Journal of English Language, Literatures in English and Cultural Studies; Vol. 75 No. 3 (2022): Estudos críticos do discurso, interseccionalidades e mudanças sociais
Ilha do Desterro A Journal of English Language, Literatures in English and Cultural Studies; v. 75 n. 3 (2022): Estudos críticos do discurso, interseccionalidades e mudanças sociais
2175-8026
0101-4846
reponame:Ilha do Desterro
instname:Universidade Federal de Santa Catarina (UFSC)
instacron:UFSC
instname_str Universidade Federal de Santa Catarina (UFSC)
instacron_str UFSC
institution UFSC
reponame_str Ilha do Desterro
collection Ilha do Desterro
repository.name.fl_str_mv Ilha do Desterro - Universidade Federal de Santa Catarina (UFSC)
repository.mail.fl_str_mv ilha@cce.ufsc.br||corseuil@cce.ufsc.br||ilhadodesterro@gmail.com
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