ANÁLISE DO DISCURSO PUBLICITÁRIO: o discurso como meio de hibridização da publicidade

Abstract

This paper addresses the analysis of advertising discourse as a theme, focusing on the hybridization that exists between advertising and other languages, analyzing how this junction has the power to shape consumer behavior. Such an approach is necessary to understand the influence of discourse on the creation of great brand value. The aim of this study is to understand the changes in advertising discourse in society. This attempt will be achieved through bibliographic research made from theoretical references already analyzed and works already published, interweaving the analysis of advertising discourse and the analysis of social processes in order to add new knowledge. The analysis showed that the flow information and advertisements presented to consumers has meant that many brands to give up their conventional strategy, to make room for the appropriation of ideology of your target audience as a way of generating brand value and thus captivating it.