O slogan como elemento da linguagem publicitária
The present academic work details the elements of advertising language from a theoretical perspective on the construction of advertisement texts, their relation to the discursive and argumentative genres, and also the features by which they are characterized. The persuasiveness used in advertising t...
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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/123456789/34443 |
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| Resumo: | The present academic work details the elements of advertising language from a theoretical perspective on the construction of advertisement texts, their relation to the discursive and argumentative genres, and also the features by which they are characterized. The persuasiveness used in advertising to convince the audience to
consume products or services is embedded in the communication of the brands and can be seen in several spaces in a strategic manner. The focus of this research is the advertising mechanism considered the gateway between brands and their consumers: the slogan. From the definition of authors such as Perez (2004), Negri
(2011), Figueiredo (2006) and Iasbeck (2002), we can not only understand the significance and functionality of the slogan, but also emphasize its political and commercial character through the three generations which marked its evolution, as advocated by Figueiredo (2006). After reflecting upon the particularities of the
slogan, the construction, positioning, identity and memorization of the brands, a case study methodology was applied to delve deeper into the history of the slogan “Because You’re Worth It”, from the multinational cosmetics company L’Óreal Paris. In this study we comprehend the importance of historical context to the positioning of a brand that went beyond seeking to elevate the self-esteem of women as target
audience, and amplified the discourse of feminist movements throughout the nearly 50 years since the slogan has been in use. |
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