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Previous issue date: 2016-04-19 / The objective of this research is to analyze what the ideological discourse of the linked advertising on social networking site Facebook, a Brazilian beer brand. In seeking to achieve this goal, it was possible to question about the relations of power, which in this context are related to the way that an alcoholic beverage demand advertising set up on the receiving audience. If dealing with a product that can cause addiction, social problems and be consumed by an underage audience, it is very important to understand what discursive strategies are employed by the brand. For theoretical foundation was made a literature review about advertising & advertising, online social media, consumer, discourse and ideology. The sources were obtained through desk research of qualitative nature, which lasted two years and six months, starting in January 2013 and ending in June 2015. The research corpus was composed of advertisements with more tanned in each semester , distributed through institutional page of Skol beer brand on Facebook, which totaled ten ads compounds for image and text multimodality. For ideology of identification were categorized eight discursive objects that make up three discursive formations, which are: positioning, educating consumers and consumption as entertainment. The analysis method was Discourse Critical Analysis focused on three-dimensional model of discourse proposed by Fairclough (2001), along with multimodal analysis Machin & Mayr (2012). The results suggest that the Skol beer brand, seeks to sustain consumerism speech order, or market ideology. / O objetivo desta pesquisa consiste em analisar qual o discurso ideol?gico da publicidade vinculada no site de rede social Facebook, de uma marca de cerveja brasileira. Ao buscar alcan?ar esse objetivo, foi poss?vel problematizar sobre as rela??es de poder, que neste contexto est?o relacionadas aos sentidos que uma publicidade de bebida alco?lica procura instaurar no p?blico receptor. Se tratando de um produto que pode causar depend?ncia, problemas sociais e ser consumido por um p?blico menor de idade, ? de grande import?ncia entender quais estrat?gias discursivas s?o empregadas pela marca. Para fundamenta??o te?rica foi feita uma revis?o da literatura sobre publicidade & propaganda, m?dias sociais online, consumo, discurso e ideologia. As fontes foram obtidas por meio de pesquisa documental de cunho qualitativo, que abrangeu dois anos e seis meses, iniciando em Janeiro de 2013 e terminando em Junho de 2015. O corpus de pesquisa foi composto pelas pe?as publicit?rias com maior n?mero de curtidas em cada semestre, distribu?da atrav?s da p?gina institucional da marca de cerveja Skol no Facebook, o que totalizou dez an?ncios compostos pela multimodalidade de imagem e texto. Para identifica??o da ideologia foram categorizados oito objetos discursivos que comp?em tr?s forma??es discursivas, que s?o: posicionamento, educando o consumidor e consumo como entretenimento. O m?todo de an?lise foi a An?lise Cr?tica de Discurso com enfoque no modelo tridimensional de discurso proposto por Fairclough (2001), junto a an?lise multimodal de Machin & Mayr (2012). Os resultados obtidos sugerem, que a marca de cerveja Skol, procura sustentar a ordem do discurso do consumismo.
| Identifer | oai:union.ndltd.org:IBICT/oai:localhost:jspui/2018 |
| Date | 19 April 2016 |
| Creators | SANTOS, Daniel Castro |
| Contributors | Pereira, . Severino Joaquim Nunes |, Pereira, . Severino Joaquim Nunes, Leandro, Luiz Alberto de Lima, Barros, Denise Franca |
| Publisher | Universidade Federal Rural do Rio de Janeiro, Programa de P?s-Gradua??o em Administra??o, UFRRJ, Brasil, Instituto de Ci?ncias Humanas e Sociais |
| Source Sets | IBICT Brazilian ETDs |
| Language | Portuguese |
| Detected Language | English |
| Type | info:eu-repo/semantics/publishedVersion, info:eu-repo/semantics/masterThesis |
| Format | application/pdf |
| Source | reponame:Biblioteca Digital de Teses e Dissertações da UFRRJ, instname:Universidade Federal Rural do Rio de Janeiro, instacron:UFRRJ |
| Rights | info:eu-repo/semantics/openAccess |
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