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Ethos, humor and publicity: strategies of the humor discourse in the construction and diffusion of a corporate image

Grant number: 12/06864-4
Support Opportunities:Scholarships in Brazil - Scientific Initiation
Effective date (Start): May 01, 2012
Effective date (End): September 30, 2013
Field of knowledge:Linguistics, Literature and Arts - Linguistics - Linguistic Theory and Analysis
Principal Investigator:Luciana Salazar Salgado
Grantee:Thayara Patricia Galterio
Host Institution: Centro de Educação e Ciências Humanas (CECH). Universidade Federal de São Carlos (UFSCAR). São Carlos , SP, Brazil
Associated scholarship(s):12/21741-6 - Scenography, ethos and communication: the contemporaneity built in viral marketing of Itaú bank, BE.EP.IC


Based on theoretical framework of French Discourse Analysis, this project aims to investigate the strategies of humor discourse in the construction and diffusion of a corporate image. It proposes an analytic path covering the production of a corporate identity grounded on the connection between discursive ethos and humor, which involves many different movements of construction of a scenography: study how certain parts advertising characterized as humorous skits build an identityto ITAU Bank. In order to promote their products and services, build up a discourse ethos that emerges from staged skits by comedian Marco Luque. With this, through the virtual environment, explores the social networks, disseminating to these parts on the video sharing platform YouTube, resulting in exponential effects dissemination at low cost, it counts with the "collaboration" caused by the adhesion interlocutors, achieved in this case by an empathy based on mood, which makes circulate the video as sharing something fun. Possibly transformed, thus, the negative image commonly attributed to the banks. (AU)

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