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Marcas em tempos COVID-19 : quando os valores se sobrepõem a práticas publicitárias dominantes
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Advisor(s)
Abstract(s)
As marcas/ brand(ing) estão inscritas em formações discursivas que constituem tudo aquilo que é dito sobre estas, todas as asserções que as nomeiam, descrevem, explicam, traçam o seu desenvolvimento e as mapeiam num tempo histórico e cultural. Este artigo visa analisar o comportamento de marcas que se destacaram em tempos COVID-19,assumindo este momento um tempo histórico, transformador para um paradigma pós-Covid que merece ser refletido. Partindo de uma abordagem qualitativa e do enquadramento teórico da Linguística Sistémico-Funcional (Halliday, 2004) e da Análise Crítica do Discurso (Fairclough, 1995), desenvolvemos o estudo da marca numa perspetiva discursiva, analisando o corpus principal constituído pelo comportamento de marcas no período de março a junho de 2020, mediadas pela televisão portuguesa, de forma a identificarmos mudanças em progresso ao nível da sociedade e das marcas.
ABSTRACT : Brands/ brand(ing) are inscribed in discursive formations that constitute everything that is said about these, all the assertions that name them, describe, explain, trace their development, and map them ina historical and cultural time. This article aims to analyse the behaviour of brands that stood out in times of COVID-19, assuming this moment ahistorical time, transformative to a post-Covid paradigm that deserves to be pondered. From a qualitative approach within the theoretical framework of Systemic-Functional Linguistics (Halliday, 2004), and Critical Discourse Analysis (Fairclough, 1995), we study the brand from a discursive perspective, analysing the main corpus constituted by the behaviour of brands in the period from March to June 2020, mediated by Portuguese television to identify changes in progress at the level of society and brands.
ABSTRACT : Brands/ brand(ing) are inscribed in discursive formations that constitute everything that is said about these, all the assertions that name them, describe, explain, trace their development, and map them ina historical and cultural time. This article aims to analyse the behaviour of brands that stood out in times of COVID-19, assuming this moment ahistorical time, transformative to a post-Covid paradigm that deserves to be pondered. From a qualitative approach within the theoretical framework of Systemic-Functional Linguistics (Halliday, 2004), and Critical Discourse Analysis (Fairclough, 1995), we study the brand from a discursive perspective, analysing the main corpus constituted by the behaviour of brands in the period from March to June 2020, mediated by Portuguese television to identify changes in progress at the level of society and brands.
Description
Keywords
Brand(ing) Discurso Ideologia Valores Práticas Discurso Ideologia Valores Práticas
Pedagogical Context
Citation
MARQUES, Maria Gorete Costa; SILVESTRE, Maria Carminda Bernardes (2021) - Marcas em tempos COVID-19 : quando os valores se sobrepõem a práticas publicitárias dominantes. Convergências : Revista de Investigação e Ensino das Artes. ISSN 1646 - 9054. Vol. XIV, nº 27, p. 1-7.
Publisher
IPCB. ESART