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Natura Chronos and Avon Renew the conquest of viewer through opposing speeches

Grant number: 13/01305-0
Support type:Scholarships in Brazil - Scientific Initiation
Effective date (Start): November 01, 2013
Effective date (End): October 31, 2014
Field of knowledge:Linguistics, Literature and Arts - Linguistics - Philosophy of Language
Principal researcher:Luciane de Paula
Grantee:Ana Paula Lopes Cardoso
Home Institution: Faculdade de Ciências e Letras (FCL-ASSIS). Universidade Estadual Paulista (UNESP). Campus de Assis. Assis , SP, Brazil


This project aims at analyzing, comparatively, the advertiser speeches from Avon and Natura brands on their equivalent lines, Renew and Chronos, respectively. It also aims at understanding which different discursive devices are used on campaigns of brands. The objectives are to describe how the ads are produced in order to try to succeed in its endeavor to sell and to reflect on the "responsible" speech of Natura and the discourse of "beauty of youth and fame" of Avon, found on television commercials which make the corpus of this project. The proposed research will build on the Bakhtin Circle studies, especially the concepts of subject, dialogue, discourse, and ideological sign to analyze the corpus in its unit (considering its verbal and nonverbal elements).

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