Natura Chronos and Avon Renew the conquest of viewer through opposing speeches

• Grant number: 13/01305-0
• Support Opportunities: Scholarships in Brazil - Scientific Initiation
• Start date: November 01, 2013
• End date: October 31, 2014
• Field of knowledge: Linguistics, Literature and Arts - Linguistics - Philosophy of Language
• Principal Investigator: Luciane de Paula
• Grantee: Ana Paula Lopes Cardoso
• Host Institution: Faculdade de Ciências e Letras (FCL-ASSIS). Universidade Estadual Paulista (UNESP). Campus de Assis. Assis , SP, Brazil

Abstract

This project aims at analyzing, comparatively, the advertiser speeches from Avon and Natura brands on their equivalent lines, Renew and Chronos, respectively. It also aims at understanding which different discursive devices are used on campaigns of brands. The objectives are to describe how the ads are produced in order to try to succeed in its endeavor to sell and to reflect on the "responsible" speech of Natura and the discourse of "beauty of youth and fame" of Avon, found on television commercials which make the corpus of this project. The proposed research will build on the Bakhtin Circle studies, especially the concepts of subject, dialogue, discourse, and ideological sign to analyze the corpus in its unit (considering its verbal and nonverbal elements).