文章基本信息

标题：Infusões referenciais como estratégias discursivas em anúncios publicitários : análise da campanha Delta Q Tisanas
本地全文：下载
作者：Elsa Simões Lucas Freitas ; Sandra Tuna
期刊名称：Redis
电子版ISSN：2183-3958
出版年度：2012
卷号：1
页码：79-98
出版社：Universidade do Porto
摘要：Nowadays, we face a great diversity of advertising messages in the media that are ruled by common goals: the will of attracting the public’s attention, increasing the public knowledge of the brands, thus awaking the interest and desires for the product and leading them, at last, to acquire such good or service. In order to be able to make a specific advertising message stand out it is necessary to create a memorable advertisement, that is also appealing and, especially, effective. Our goal in this paper is to analyze the content of three press advertisements that are part of the advertising campaign of the brand Delta Q Tisanas (launched in October, 2011), to illustrate the strategic linking of two creative approaches that are apparently opposed: the rational and the emotional. This analysis will be based on an analysis of speech that takes into consideration the formal and content aspects of the chosen corpus, allowing us to assess the veracity of our hypothesis, when it comes to the possibility of associating the two approaches mentioned above.
关键词：estratégias discursivas; mensagens publicitárias; abordagens racionais; emocionais.