Scenography, ethos and communication: the contemporaneity built in viral marketing of Itaú bank

Abstract

In view of that is proposed in the Project "Ethos, Humor and Publicity: strategies of the humor discourse in the construction and diffusion of a corporate image" (FAPESP, Case no. 2012/06864-4), we'll present the project to be developed within four months of internship in the Céditec- Centre d'étude des discours, images, textes, Ecrits, communication, under the supervision of Professor. Dr. Alice Krieg-Planque. It's about proceed in the reflections on the discursive ethos based on the enunciation's scenes theory proposed by Dominique Maingueneau (2006, 2008, 2012), following the analysis of the operation of viral marketing produced for Itaú Bank. Our corpus collected an important piece of information statistics and parts advertising that appear, strikingly, corporate image when to build a notion of contemporaneity the confluence of discourses typical period of technical and scientific informational the way to refer Milton Santos (1996, 2000). To examine the potency of these advertisements, we understand the communication as a set of knowledge and skills to anticipate, in the statements, their forms of recovery, according to the concept of Alice Krieg-Planque (2009, 2010). (AU)