Posicionamento de marca: análise do discurso do Magazine Luiza no contexto da pandemia do Covid-19
The current society formed by consumers who are not passive in communication, leads to marketing the challenge of persuading in a scenario of adversity. So, companies use brand positioning as a strategy for a competitive advantage over their competitors. In the context of the Covid-19 pandemic, b...
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| Formato: | bachelorThesis |
| Idioma: | pt_BR |
| Publicado em: |
Universidade Federal do Rio Grande do Norte
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| Endereço do item: | https://repositorio.ufrn.br/handle/123456789/33387 |
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| Resumo: | The current society formed by consumers who are not passive in communication,
leads to marketing the challenge of persuading in a scenario of adversity. So,
companies use brand positioning as a strategy for a competitive advantage over
their competitors. In the context of the Covid-19 pandemic, brands gain visibility
through a discursive positioning, one of them being Magazine Luiza. This study
seeks to understand the meaning intended by the brand when it discusses certain
topics in the context of the pandemic. It proposes to analyze the effects of meaning
present in three discursive formations. An analysis is made from a sample of
statements authored by the brand in the period 2020-2021. To analyze the discursive
positioning of the Magazine Luíza brand in the context of the coronavirus pandemic
in 2020, among so many options, in the field of Communication, we choose to
support the theoretical assumptions of Marketing Communication present in authors
such as Consolo (2015) and Branches (2021). In turn, in the theoretical field of
Applied Linguistics, studies of Discourse Analysis are used from authors such as
Maingueneau (2002), Charaudeau (2006) and Orlandi (1996). |
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