Detalhes bibliográficos
| Ano de defesa: |
2014 |
| Autor(a) principal: |
Cavalcanti, Márcia Maria Rodrigues Travassos |
| Orientador(a): |
Costa, Rogério da |
| Banca de defesa: |
Não Informado pela instituição |
| Tipo de documento: |
Dissertação
|
| Tipo de acesso: |
Acesso aberto |
| Idioma: |
por |
| Instituição de defesa: |
Pontifícia Universidade Católica de São Paulo
|
| Programa de Pós-Graduação: |
Programa de Estudos Pós-Graduados em Comunicação e Semiótica
|
| Departamento: |
Comunicação
|
| País: |
BR
|
| 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: |
https://tede2.pucsp.br/handle/handle/4622
|
Resumo: |
The present paper analyses the written and visual language used by some companies in its marketing campaigns that have the objective of strategically communicate its commitment to a sustainable development positioning, in order to cope with government demands and its consumers expectations. This work reflects over what are the strategies used by some brands and how they are perceived by their audiences and has as it main objectives the following ones: identify through the analysis of corporate communication the main characteristics of the relationship between man and the environment; analyze the concept of sustainability and its uses and investigate the suitability of the discursive field produced; because as the economist José Eli da Veiga said there are a lot of abuses being committed over this concept. The sustainability concept is present in a lot of events. For instance the Rio+20, a global conference organized by UNO that took place in Brazil and was attended by chiefs of State and Government that echoed in a lot of different sectors of society, mainly the Economy and Media and promoted some change of behavior in people all over the globe. Nevertheless, some marketing studies detected that these new attitudes demonstrated by Companies and consumers didn t start from a clear consciousness about this theme. On the contrary, they tell us that there is some confusion toward this concept and that the communication used by some Companies, despite aimed to reinforce an image of sustainability has elements that are not perceive by its consumers as relevant. The present paper uses the concepts developed by some authors as Fritjof Capra, Ilya Prigogine and James Lovelock to identify the relationship between Man and the environment. Lúcia Santaella, Cornellius Castoriadis, Peirce and Massimo di Felice in the analysis of signs used in media. And Edgard Morin and Deleuze in the understanding of how this theme is articulated in the social relationships. The paper considers that the communication has a decisive space to the development or blocking of the different societies and that it is important to identify in which scenery the subject is in order to recognize if its positioning demonstrate a disguised posture, far away from its proposed objective |
