Admaking: condições de produção do discurso publicitário da sustentabilidade e suas evidências na propaganda institucional da Petrobrás

• Ano de defesa: 2008
• Autor(a) principal: Garcia, Luiz Fernando Dabul
• Orientador(a): Santos, Luciane Lucas dos
• Banca de defesa: Barros Filho, Clóvis de
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Associação Escola Superior de Propaganda e Marketing
• Programa de Pós-Graduação: Programa em Comunicação e Práticas de Consumo da ESPM
• Departamento: Comunicação
• País: BR
• Palavras-chave em Português: propaganda; institucional; condições de produção; consumo responsabilidade sócio-ambiental; Petrobrás
• Palavras-chave em Inglês: advertising; institutional; production conditions; consumption; social; environmental responsability; Petrobrás
• Área do conhecimento CNPq: CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO
• Link de acesso: http://tede2.espm.br/handle/tede/109

This study considers the production conditions in which environmental social responsibility advertising speech is produced, this research aims to analyze how such conditions can interfere on the final product, beyond the discrepancies already identified between the speech and the production models adopted by the organizations. The study of the institutional Petrobrás advertising has been taken as an object of analysis, focusing the environmental social responsibility. An "inspired model" was chosen for this matter, which are the studies on production of journalistic news, known as newsmaking, considering the existence of a possible production model for the advertising, here considered as admaking. Through this, we intend to highlight the roles of the professionals working on advertising agencies and their motivations, aiming to emphasize that this logic of speech construction increases the distance between the effort of brand communication and the organizations routine