Detalhes bibliográficos
| Ano de defesa: |
2019 |
| Autor(a) principal: |
ALVES, RAQUEL |
| Orientador(a): |
Chiachiri , Roberto |
| Banca de defesa: |
Perez, Clotilde,
Farias , Luiz Alberto de |
| Tipo de documento: |
Dissertação
|
| Tipo de acesso: |
Acesso aberto |
| Idioma: |
por |
| Instituição de defesa: |
Universidade Metodista de Sao Paulo
|
| Programa de Pós-Graduação: |
Comunicacao Social
|
| Departamento: |
Comunicacao Social:Programa de Pos Graduacao em Comunicacao Social
|
| País: |
Brasil
|
| Palavras-chave em Português: |
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| Palavras-chave em Inglês: |
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| Área do conhecimento CNPq: |
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| Link de acesso: |
http://tede.metodista.br/jspui/handle/tede/1973
|
Resumo: |
The main purpose of this research is to analyze the ethos construction on “Gol” and “Vamos Latam” inflight magazines. Based on the methodological apparatus of the French discourse analysis and emphasis on the postulates of Dominique Maingueneau, Ruth Amossy and Patrick Charaudeau, we seek to identify how the brands’ self-image modulation strives to mobilize the audience to reinforce their persuasion strategies. The theoretical framework also deals with the approach and consolidation of ‘magazine media’ as a reporter and influencer of the consumer society modus vivendi (MARTINS; SCALZO). It also considers the customized magazine outline, unique, that is halfway between journalism and marketing approach (FISCHER) and get to the air travel environment to detect the moment when the passenger becomes part of the enunciation scenario, trying to anticipate their pre-construction mechanisms. In our analysis there are common points between the brands Gol and Latam which reveal an ethos we call “host” through the touristic bias of both magazines, but also distinct thematizations that bring out different ethé, appropriated to each brand project. |
