Uma análise do discurso da marca B.O.B Bars Over Bottles durante a campanha #julhosemplastico no instagram

Abstract

The present work has as main objective to understand how the discourse of the B.O.B. Bars Over Bottlers brand is constructed during the #julhosemplastico campaign. The analysis was performed from a cut of six posts of the campaign that took place on Instagram. To carry out the work we rely on notions and concepts of relevant authors to deal with the issues that are addressed as: the perspective of Rocha (2006) and Barbosa and Campbell (2006) to talk about consumption; Samara and Morsch (2005), Canclini (1995) to deal with conscious consumption; to talk about social networks Recuero (2008); to deal with brand we used Costa (2011), Wheeler (2008) and Neumeier (2008). The contributions of Fairclough (2001) were used for approaches on discourse and for the use of the methodology of Critical Discourse Analysis from three stages: textual analysis, discursive Practice and Social Practice. In addition, we complemented the methodology with the perspective of Dondis (1997), to account for the visual aspects present in the posts. With this work we can understand how the brand used the construction of the discourse on conscious consumption in the publications. Through the analysis we noticed that the brand has in its posts this concern with the environment, but in some cases we can analyze that it uses discourses to promote the brand and its products, it was possible to understand this through terms that went unnoticed, such as choice of words, construction of sentences, and arguments to justify the discourse adopted.