Discurso, respeito e prática: um estudo de caso na publicidade do Banco Itaú
This task was developed from three experimental axes: Commercial Banks, Social Ethics and Discourse Analysis, taking as object the commercial “2023 is done with you” from Itaú. First, the importance of Financial Institutions for the service sector is addressed and how public opinion is a relevant fa...
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| Formato: | bachelorThesis |
| Idioma: | pt_BR |
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Universidade Federal do Rio Grande do Norte
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| Endereço do item: | https://repositorio.ufrn.br/handle/123456789/52916 |
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| Resumo: | This task was developed from three experimental axes: Commercial Banks, Social Ethics and Discourse Analysis, taking as object the commercial “2023 is done with you” from Itaú. First, the importance of Financial Institutions for the service sector is addressed and how public opinion is a relevant factor for the full success of these organizations. Then, it is directed to social ethics, following the perspective of the authors Chaui (2000), Machado (1977) and Velho (2021), who explained the social ethical principles and how respect is inserted in this context, since, it can be evoked in different ways, because it has different nuances. Finally, the third axis of the monograph uses the methodologies of Orlandi’s (2001, 2003, 2005) to substantiate and make this analysis possible and Kozinets (2014) in the classification of its object. The end of the analysis, it is possible to determine inconsistencies in the speech used by Itaú in the commercial, exposing the sensitive and negative side that the use of ethical values can cause to an organization, when there are divergences between what is spoken and what is practiced. |
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