Abstract
Brazil has faced several crises, one of which is the lack of water resources in some regions of the country. In 2015, the Globo network’s advertising campaign, entitled “Special on the water crisis”, brings testimonies from broadcasters and actors on the topic. In order to develop an analysis of the repeatability of the expression “Less is More” in the campaign statements, we sought the theoretical support of the Discourse Analysis of Pecheuxtian affiliation. Our objective is to understand the possible meaning effects produced in the speeches of presenters and actors, when dealing with the water crisis in the country, through the use of words connected to the expression “Less is More”. The observation of discursive materiality enabled the configuration of a discursive formation representative of the concern with the environment, allowing the correlation of sayings and the apprehension of meaning effects.
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