O hiperindividualismo como argumento da mensagem publicitária: análise exploratória do filme publicitário do Bradesco

Abstract

This work's central objective is to analyze how Bradesco bank uses hyperindividualism as an argument to promote its services. This analysis is done, specifically, based on reflection on an advertising film from the bank. The aim is to evaluate, therefore, whether the advertising piece conveys to the subject a message that suggests hyper-individualistic behavior and how this argument is organized within the advertising message. To achieve the results proposed by this work, three research methods are used. The literature review highlights the main concepts covered in this work, namely: hyperindividualism, communication, advertising, propaganda and marketing and the resources of the advertising message such as information and persuasion focused on video as an advertising language. From an analysis point of view, this research uses a qualitative approach referring to film analysis preceded by a decoupage. This method provides, firstly, the decomposition of the film into its constituent audio and video aspects for subsequent detailed analysis of the details of the message. The results of the analysis reveal that the advertising message presents several triggers that explore hyperindividualism, mainly with regard to persuasive writing and the choices of framing, angles and camera movements that favor the individual's stance related to their success, happiness and realization.