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

Abstract

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)