Produção de sentido na era do egomóvel: uma análise comparativa dos filmes publicitários da Fiat e Renault

Abstract

The present work aims to find out through a semi-discursive analysis the strategies of the automotive brands Fiat and Renault in the advertising films entitled Nova Strada 2016 and Renografias, with the purpose of discovering if both use the concept of egomóvel in its discursive construction thinking about the perspective of consumer persuasion and seduction. throughout the work will be made the concept of egomóvel, based on several authors that enable us to understand certain factors that involve terminology. We will use theories of Charaudeau (2006) that emphasizes the importance of the communication contract and also the discursive and communicational strategies, together with the basis of film analysis by Jullier & Marie (2009), which allows us to fragment audiovisual products. Soon after the construction of the analysis, a comparison was made around the construction of the discourse of both brands, with the real purpose of showing the same and different ways of exposing the contractual act with the consumer. In short, it was considered that audiovisual products make use of the idea of egomóvel, considering that it is worked with the issues of identity.