Ecologically ideological: the ideology of sustainability in Natura's speech

• Grant number: 11/22553-6
• Support Opportunities: Scholarships in Brazil - Scientific Initiation
• Start date: March 01, 2012
• End date: February 28, 2014
• Field of knowledge: Linguistics, Literature and Arts - Linguistics - Philosophy of Language
• Principal Investigator: Luciane de Paula
• Grantee: Bárbara Melissa Santana
• Host Institution: Faculdade de Ciências e Letras (FCL-ASSIS). Universidade Estadual Paulista (UNESP). Campus de Assis. Assis , SP, Brazil

Abstract

This project proposes to reflect on the sustainability as an artifice related to the persuasion strategy of the subjects (me - brand/Natura / others - customers and readers, respectively) and highlights the inherent contradiction of the environmentaly correct speech, troubles that exist in the Natura cosmetics company. In order to analyze the web that composes the scene where the ideological aspect of such speech is supported and reflect on the "green speech" over the marketing campaigns which make the corpus of this project, it is proposed here to research based on the studies of Bakhtin's Circle, through the concepts of ideological sign, gender and discourse. (AU)