O discurso de responsabilidade ambiental nos comerciais da Vale: uma análise semiológica

Abstract

This work analyzes the discourse of environmental liability used in television commercials, because advertising aiME to draw viewer`s attention and to influence them on what is being said is true, persuading them and adding intrinsic values to the brand using linguistic and visual resources. Concerning the issue it was made a study of the media and society`s current consumption, television advertising and the call for environmental responsibility in the advertising spot. The corpus of the research is a study case of 30” VT`s of Vale mining company, broadcasted in 2009 in Brazil, a company that often uses discourse of environmental liability in their campaigns communicating projects and actions, the same way that draws the attention of society to environmental issues. In order to analize these VT`s, this resarch based itself on the semiotics of European line, aiming to find the strategies and discursive brands left on the verbal, written and imagery text as mechanisME of pesruasion and construction of the discourse.