Dissertação
O patrocínio esportivo como estratégia no discurso promocional: análise semiótica das marcas Itaú e Bradesco
Fecha
2014-03-10Registro en:
GÜNTZEL, Eliane. The sport as a promotional strategy in discourse: A semiotic analysis of brands Itaú and Bradesco. 2014. 167 f. Dissertação (Mestrado em Comunicação) - Universidade Federal de Santa Maria, Santa Maria, 2014.
Autor
Güntzel, Eliane
Institución
Resumen
The central proposal of this dissertation sought to understand how the banking segment
Valley sports sponsorship to build your brand, enhance their products and services and gain
consumer interest. As delimitation of the subject, it was proposed comparative research
concerning the setup of campaign speeches of Banco Itaú and Bradesco advertisers.
Therefore, it was analyzed from the perspective of a discursive semiotics, the picture that sets
socio-culturally the two brands, as well as fourteen promotional pieces - Eight bank Itaú six
bank Bradesco, seeking to understand how to configure their strategies, generating sense for
consumers and adding value to the brand in the competitive market. To this end, we defined
the following specific objectives: (1) selecting advertising campaigns on television by banks
Itaú and Bradesco, which are directed to specific sporting event; (2) analyze promotional
pieces based on the theoretical perspective of European semiotics; (3) examine the text of the
agent in its extra dimensions, inter, intratextual; (4) recognize the discursive strategies used in
the construction of these pieces of promotional character; (5) identify the predominant values
in these parts connected to the context of the sport; and (6) comparatively analyze both
advertisers banking segment, recognizing positions and intentions, and the effects of meaning
that they bring to the Brazilian consumer. There are theoretical and methodological basis in
semiotics, particularly the assumptions of Greimas and Bakhtin, to perform comparative
analysis of the disclosures of both institutions.