The feelings I receive when I see these commercials makes me curious of how emotions work and if there where others who had similar reactions on the content. This lead me to check out the comments on Facebook, related to the advertising campaign. This was the beginning of choosing this topic for my study. I wanted to find out which emotions IKEA used in their advertising campaign to market their products. I also wanted to know how the consumers responded to these films on Facebook and how IKEA responded to questions and criticism. The theoretical framework consist of Stuart Hall´s model of encoding/decoding and signs. I used a semiotic analysis method where I analysed the films with analytical tools like: rhetoric, frame, codes, non-verbal codes such as facial expressions and body language. The comments where primary analysed with rhetorical tools. I watched all of the 13 episodes in the campaign before choosing three of them for this study. The criteria was that the comments needed to be of diffrent character, both positive and negative. The result of the study show that IKEA clearly used emotions through frame such as filters and music to connect with the consumers. The analysis of the comments also show that consumers interact with IKEA more frequently when the story consists of strong emotions. Interaction is one important key to establish a successful brand and the conclusion is that IKEA knows that they need to be present in social media where their costumers are. The consequens might be that IKEA is present in social media but devotes too little time to a qualitative dialogue, if that is why the costumers choose to communicate in that plattform.

Made available in DSpace on 2016-04-28T19:34:14Z (GMT). No. of bitstreams: 1 Luno Volpato.pdf: 585822 bytes, checksum: 377a92d4af3e5c606b44871f3009c86c (MD5) Previous issue date: 2007-05-31 / Secretaria da Educação do Estado de São Paulo / The topic of our study is the argumentation about the composition of Joaquim Nabuco, O abolicionismo. The target is the knowledge of the argumentative resources and the linguistic resources that construct this argument, applying the principles of the Linguistic Historiography, to know, the Contextualization, the Immanency and of the Adequacy. Always instigated us to know closer the illustrious brazilian, Joaquin Nabuco. In the second half of the century XIX, in full literary bubbling, among others excellent names, Joaquin Nabuco obtained a place of preeminence among his pairs. This detail, and for the fact of his composition not to be divulged as other classics of our language, showed us a singular attention and we went to the search of the elements that had taken him to become an expressive figure at his time. He has written a composition in defense of the slaves emancipation, O abolicionismo, object of this research. To know it better, we considered the following questions that had directed our study: Which were the argumentative and linguistic resources made for the author and, with them, how has the author reached his public, the oitocentista reader? Which was his audience? Has the nabuconeana language followed the linguistic molds of its time? In full movement of freedom which was the language used by him, the classic of Portugal or the Brazilian dialect? Which current literary has he belonged? Can his language be considered out of the time? Guided for these questions, we looked more details in his composition, over all in what concerns to the strategies for him used for the adhesion of his personage, the way he chooses the proves, how he trams the arguments, and the progression to make the hierarchy and how it intensifies during the advance of the chapters of the book. To reach this objective, we follow the three principles considered for Koerner: of the contextualization, where it creates the climate opinion, of the immanency, where it analyzes the corpus on the basis of the classic Rhetoric and the adequacy, where it brings up to date the previous analysis, with bedding in a modern theory, the New Rhetoric. After the analysis, we´ve got the results / O tema de nosso estudo é a argumentação na obra de Joaquim Nabuco, O abolicionismo. Seu escopo é o conhecimento dos recursos argumentativos e dos recursos lingüísticos que constroem essa argumentação, aplicando os princípios da Historiografia Lingüística, a saber, a Contextualização, a Imanência e da Adequação. Sempre nos instigou conhecer mais de perto o ilustre brasileiro, Joaquim Nabuco. Na segunda metade do século XIX, em plena efervescência literária, entre outros nomes relevantes, Joaquim Nabuco conseguiu um lugar de proeminência entre seus pares. Esse detalhe, e pelo fato de sua obra não ser tão divulgada como a de outros clássicos de nossa língua, despertou-nos singular atenção e fomos à busca dos elementos que o levaram a tornar-se uma figura expressiva em sua época. Ele escreveu uma obra em defesa da emancipação dos escravos, O abolicionismo, objeto desta pesquisa. Para melhor conhecê-la, propusemos as seguintes questões que direcionaram nosso estudo: Quais foram os recursos argumentativos e lingüísticos usados pelo autor e, com eles, como teria o escritor atingido seu público alvo, o leitor oitocentista? Qual era seu auditório? A linguagem nabuconeana acompanhou os moldes lingüísticos de sua época? Em pleno movimento de liberdade qual o idioma por ele usado o clássico de Portugal ou o dialeto brasileiro? A que corrente literária pertenceu? Sua linguagem pode ser considerada atemporal? Orientados por essas perguntas, procuramos conhecer com mais detalhes sua obra, sobretudo no que concerne às estratégias por ele empregadas para a adesão do seu interlocutor, à maneira como escolhe as provas, como urde argumentos e a progressão como os hierarquiza e intensifica na proporção que os capítulos avançam. Para atingirmos esse objetivo, seguimos os três princípios propostos por Koerner: o da contextualização, em que se cria o clima de opinião, o da imanência, em que se analisa o corpus com base na Retórica clássica a e o da adequação, em que se atualiza a análise feita, com fundamento em uma teoria moderna, a Nova Retórica. Após a análise, concluímos havermos atingido as metas propostas, conhecemos melhor o processo de criação de Joaquim Nabuco, as técnicas argumentativas usadas, as estratégias de convencimento e comprovamos o caráter de universalidade da obra