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Scenography, ethos and communication: the contemporaneity built in viral marketing of Itaú bank

Grant number: 12/21741-6
Support type:Scholarships abroad - Research Internship - Scientific Initiation
Effective date (Start): January 23, 2013
Effective date (End): May 22, 2013
Field of knowledge:Linguistics, Literature and Arts - Linguistics - Linguistic Theory and Analysis
Principal researcher:Luciana Salazar Salgado
Grantee:Thayara Patricia Galterio
Supervisor abroad: Alice Krieg-Planque
Home Institution: Centro de Educação e Ciências Humanas (CECH). Universidade Federal de São Carlos (UFSCAR). São Carlos , SP, Brazil
Research place: Université Paris-Est Créteil Val de Marne, France  
Associated to the scholarship:12/06864-4 - Ethos, humor and publicity: strategies of the humor discourse in the construction and diffusion of a corporate image, BP.IC

Abstract

In view of that is proposed in the Project "Ethos, Humor and Publicity: strategies of the humor discourse in the construction and diffusion of a corporate image" (FAPESP, Case no. 2012/06864-4), we'll present the project to be developed within four months of internship in the Céditec- Centre d'étude des discours, images, textes, Ecrits, communication, under the supervision of Professor. Dr. Alice Krieg-Planque. It's about proceed in the reflections on the discursive ethos based on the enunciation's scenes theory proposed by Dominique Maingueneau (2006, 2008, 2012), following the analysis of the operation of viral marketing produced for Itaú Bank. Our corpus collected an important piece of information statistics and parts advertising that appear, strikingly, corporate image when to build a notion of contemporaneity the confluence of discourses typical period of technical and scientific informational the way to refer Milton Santos (1996, 2000). To examine the potency of these advertisements, we understand the communication as a set of knowledge and skills to anticipate, in the statements, their forms of recovery, according to the concept of Alice Krieg-Planque (2009, 2010). (AU)